Emotions play an enormous role in how we, as consumers, operate. Emotions drive our decisions, trigger our actions, and direct our beliefs. The emotion a brand or a product or a campaign evokes in a consumer directly contributes to its market success, or failure. Marketers understand this and have invested mountains of resources into the collection, analysis, and study of human emotion. The most evocative product category in the conversations we tracked was beer, with nearly 44% of the social media posts, tweets, and updates that included an emotion.

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What Marketers Can Learn by Stealing a Consumer’s Diary

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