Fear as Marketing Tool: Scary Sells

Loneliness and fear are a marketer’s best friends

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.

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