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  • Fear affects the way we feel about brands
  • Fear affects the way we feel about brands
    Leo Hidalgo, Creative Commons (2015) ©
Science

I’m scared! The science of fear

What scares you? Horror movies? Conspiracy theories? A former reality star running America? Fear is a long-used marketing tool, and research suggests it can enhance the emotional connection people feel with brands. Canvas8 spoke to Lea Dunn of the Foster School of Business to find out how.

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