Emotions play a crucial role in the way marketer's frame their content. It allows marketers to discover what consumers actually want. When evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). Emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. When data and stories are used together, audiences are moved both emotionally and intellectually.

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