Trends Report

The CMO's Guide To Emotion

Prepare Your Brand To Act On The New Science Of Emotion

August 14th, 2017
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Keith Johnston , Jeremy Swire , Rachel Birrell

Summary

Everybody knows emotion is important, marketers most of all. But most people's understanding of emotion is woefully outdated and inadequate. Consequently, most marketers use emotion as a blunt instrument for encouraging customer behavior or putting out customer experience fires. This report introduces CMOs to new findings in the science of emotion and explains how smart marketers will use emotion more purposefully, ultimately embedding specific target emotions in the customer's experience of the entire brand.

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