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":"83198913cf3818f56420c50953202fb3","s":"7c4db21f69ac6dcb"}
Share your thoughts. Click here