The Ultimate Guide to Emotional Marketing - Deepstash
The Ultimate Guide to Emotional Marketing

The Ultimate Guide to Emotional Marketing

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Emotional Marketing: Branding with Heart

Emotional Marketing: Branding with Heart

Hey! You're amazing.

Now that I've got your attention let's talk about what just happened: telling you something positive about yourself focused on producing a singular emotional response. You might even have felt some warmth in your chest from this message.

But what if I said something negative instead?

You'd be jolted and might even start to feel heat rising to your face making you angry thinking of all the reasons you are NOT what I just said. 

Hubspot says that emotional marketing refers to "marketing and advertising that use emotion to make you notice, remember, share, and buy." 


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Role of Emotion in Consumer Behavior

Role of Emotion in Consumer Behavior

From three basic colors (red, blue and yellow) and 11 main colors you can create 10 million shades on a spectrum that can be seen by the human eye. 

Emotions have a similar spectrum.

According to studies reported in Current Biology, researchers observed facial signals to identify four basic human emotions:

  1. Happy;
  2. Sad;
  3. Afraid/surprised; and
  4. Angry/disgusted.

Psychologist Robert Plutchik's Wheel of Emotions explains the emotional spectrum we feel based on personal experiences. These nuances are the emotional core of consumer decision-making.  


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Emotional Consumer Decisions

Emotional Consumer Decisions

Plenty of research shows that emotion influences consumer behavior

  • Studies using fMRI showed that personal feelings and experiences drive consumer decisions more than information like features and facts.
  • Advertising research showed emotional responses to ads and the likability of a brand influences buyer intent 3x more than anything else.
  • Positive emotions towards brands have a far greater influence on consumer loyalty than trust or brand attributes.

Emotions will drive us to choose more expensive, branded products that we feel good about over practically identical, cheaper generic ones.


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Emotional responses to marketing actually influence a person’s intent and decision to buy more than the content of an ad or marketing material.



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Brand & Marketing: Which Emotion Should You Target?

Brand & Marketing: Which Emotion Should You Target?

The emotion your marketing targets will depend on your industry, offer and audience. 

But consider the difference between positive & negative framing:

  • Positive Framing focuses on the benefits of getting something by promoting progress or growth.
  • Negative Framing focuses on the pain of losing or missing out on something by promoting prevention & solutions to avoid pain.

So which should you use?

Scientists at Yale and Duke concluded that human beings respond better to positive framing than negative framing.


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Why Your Brand Should Use Positive Framing

Why Your Brand Should Use Positive Framing

Scientists at Yale and Duke discovered that humans have a preference for the positive that is deeply rooted in our DNA. This cognitive bias has been illustrated in thought experiments and scientific studies for years. 

  • Positive Framing: ATTRACTS
  • Negative Framing: REPELS 

That means people will be attracted to your solution when you use positive statements.

Crafting statements that scare consumers by using negative words intended to make them anxious for not using your solution, actually pushes them away.


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I tell stories.


As human beings we are influenced by thousands of messages per day. Brands want our attention, purchase and loyalty. So what's the best way to get it? Appeal to our human emotions. Let's explore whether positive or negative messaging works better, and why all brands must focus not so much on WHAT they say but HOW they say it.

Mike Mintz's ideas are part of this journey:

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