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1. Joy. An emotion suited for irrelevant or fun brands and brands who want to revitalize their image. Suitable for products which promise life enhancement.
2. Sadness. Suitable when seeking an immediate response to unfortunate events. Consumer reactions may result in short-term commitments instead of long term patronage. Best to balance sadness with messages of hope or change.
3. Anger. Best suited for single issue campaigns that require an immediate reaction to perceived injustices experienced by the target market or general environment/society. Anger is a fleeting emotion and is not suitable for campaigns which require long-term action. Also does not work well with complex or subtle issues.
4. Fear. An emotion that is a short-term response to a perceived threat. Must be used carefully and sparingly. Likely to receive mixed responses from target market and best accompanied by proposed solutions which solve the fear-causing problem.
5. Disgust. Best targeted towards young males. Suitable for brands with a rebellious image. Should only be used intermittently to avoid unnecessary offense. Males are twice more likely to pass on messages involving disgusting humor than females.