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The next generation of emotional research

Why politics matters to marketers

Marketers have always treated our target audience as individuals, but the social group we belong to defines us.  That hasn’t mattered a lot until recently, but now as our environment has become more polarized, it does. When you don’t understand the implications of your target’s political worldview…

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Can brands remain neutral?

It has long been a goal of companies for their brands to be loved by everyone. But, is that even possible anymore?   … Increased political polarization has planted marketing landmines everywhere. If you don’t know how to see them, you can accidentally trigger one. And it can bury your brand.   ……

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Why was New Zealand successful in passing gun legislation?

In similar tragedies, the US hasn’t been able to do so.  Even New Zealand couldn’t in previous attempts. What is the difference? In all the news coverage, no one seems to have a clear explanation.  I believe that is because the reason is invisible to most people.  The reason that the Prime Minister…

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The next generation of emotional research

It has become clear to marketers that emotion drives attitudes (and purchasing and brand loyalty), but what drives emotion? Recent research has identified the source of the strongest emotions; morals or ethics. What believe about right or wrong is so overwhelmingly robust it drives attitudes about…

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The Ethical Frames BlogRSS
Why focus on social issues?
Why Focus on Social and Political Issues Part 1
Is Persuasion Dead?
Karen Tibbals @KarenTibbals

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