Behavioral Science For Brands: Leveraging behavioral science in brand marketing. cover image

Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

CHAPTER

Emotional Connections in Advertising

This chapter examines how emotional narratives in advertising can create deeper consumer connections compared to rational messaging on sustainability. It highlights the significance of distinctive branding, nostalgia, and the mere exposure effect in shaping consumer perceptions and fostering brand loyalty.

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