How shame and guilt can be used to your advantage in marketing

By DaHee Han

There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

... This is what my own research at Desautels Faculty of Management, carried out with Indiana University and the University of Washington into more than 250 consumer responses, found to yield the greatest results.

Read full article: Marketing Tech, December 10, 2014