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Use negativity at your own peril: Mars neuroscientist on emotional effectiveness

M&M’s “Eating in bed” scored well because it resolved a negative situation quickly.

The somber, early pandemic ads with lilting pianos became something of a running joke. But they did raise the question of whether brands can successfully sell while focusing on negative topics. Mars' consumer insights lead Sorin Patilinet says extensive neuroscience studies show that leaning into negativity often leads to bad results.

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