How Advertisers Are Using Robots to Play With Your Feelings

Measuring emotions can lead to more effective marketing

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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.