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Correlations

Fear as Marketing Tool: Scary Sells


When you watch a frightening movie—especially by yourself—you’re more likely to remember products around you and think of them favorably, according to a study by Lea Dunn at the University of British Columbia’s Sauder School of Business. Her finding—that people who feel alone and afraid develop an increased emotional attachment to brands nearby—could open new avenues in marketing.

Eric-chemi
Chemi is head of research for Businessweek and Bloomberg TV.

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