Marketing
April 9, 2018
Brands such as Lincoln and Apple use emotion well in their advertising. Image credit: Lincoln
By Danny Parisi
NEW YORK – Emotion is at the core of all decision-making, and for advertisers that means learning how to activate emotions in consumers to influence their purchases.
{"ct":"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","iv":"2a04ad5e350b197c35be0e1409c76523","s":"c5d6f1393d1cedc0"}
Share your thoughts. Click here