This applies not only to marketing and advertising but all forms of persuasion, such as PR and propaganda. It's not new knowledge either, only a different way (facial recognition) of confirming what is already known, e.g., by cognitive scientists like George Lakoff who have written books on now to use this knowledge in political persuasion.
Harvard Business Review
Want Your Ad to Go Viral? Activate These Emotions.Jonah Berger | professor at the Wharton School of the University of Pennsylvania
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