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 the products we use, the people we associate with and the restaurants we eat in.

Want to know more? My forthcoming book, Marketing Landmines: The Next Generation of Emotional Branding explains this and more. Available in March on Amazon.

And watch this space for more details about how the concepts of right and wrong apply to marketing.