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":"29c23ce2d312b58d1c38a83b1fc59d8a","s":"91a98433a4377c75"}
Share your thoughts. Click here