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Balance In Advertising: Tailored Marketing Messages Can Counter Consumers' Negative Emotions

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Executive Summary

Advertisers have the creative control to strengthen an ad's emotional appeal. They can show particular ads to offset a television show's demeanor, offering up happy or calming emotions to the viewer when watching a drama that evokes sadness or anxiety. Advertisers who successfully discern consumers' negative emotions can maximize their ad strategy by crafting messages to ease negative feelings and create a more positive mindset. When feeling angry versus anxious, consumers favor positive emotional experiences catering to the orientation of their negative emotion.

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