How Advertisers Are Using Robots to Play With Your Feelings

Measuring emotions can lead to more effective marketing

In the world of beer advertising, emotional attachment is everything. Marketers are often trying to sell consumers feelings—game-day excitement, nightclub cachet, good times with friends—as much as they are the beverage itself. But if the two aren’t intrinsically connected, the advertiser risks producing emotional ambiguity.

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This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.