I’m scared! The science of fear
REPORT
24 Feb 2017
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.

Jacob Broman-Minish