Digital Transformation

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

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By Kenneth Hein | Editor

September 9, 2020 | 1 min read

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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