The goal for modern era marketers is to click the right set of emotions in their customers through their advertisements, which will make them go for their products. They do not always succeed in doing so, but when they do, rewards are great. Though debatable, these tactics manages to sell more than any other marketing ploys (if there are any). Bottom-line is that marketing persons should be aware of the emotions that will trigger sales and the knowledge on how to spark these emotions in their targeted customers. We see modern marketers using this tactic in their advertisement a lot, next time when you see some advertisement (even those that seems to make no sense); try to see if it taps into emotions or triggers some feelings in you.
Behavioral sciences and the study of human mind have changed marketing from a simple practice of selling into a scientific field where new experiments are carried out, new hypothesis tested and new theories made on regular basis. Companies are no longer limited to attracting people through their ads; they are now looking to go for the kill in every marketing campaign. So much, that many intellectuals have now started to raise questions over these manipulative techniques and methods. Whether it is completely ethical or not is another debate, but the fact is that using the knowledge of human emotions in marketing campaigns works wonder.
Fear & Panic:
Probably the easiest to use and also the most criticized one. Ignite some fear in the customer mind, and it will set them in motion towards taking some action (while the required action is highlighted as buying your product). Fear works, just like the controversy. Though, responsible companies refrain from both of these "hot selling" tactics, because of their negative effects on customers and society. If you want to see this emotion at work then tune on to some news channel (who actually overuse it).
Desire & Hope:
This is the more appropriate emotion. When you have to ignite fear for some reason (insurance companies ads or some health related advertisements can't really do without this), you can always compliment it with providing hope. However, it will take more time and efforts to churn out such ads, because you are not leaving the customer in dismay by just highlighting some problems, you are actually coming up with solutions. Mortgage companies or election campaigners may use this emotion in their marketing.
Love & Belongings:
Another very powerful feeling, may it be the love for their children, their spouses or the love for some product itself. If you have some doubts that good marketing can make them fall in love with your product, then you can look at the likes of Coca-Cola, Nike, or Nokia, customers love these brands. Make the customers own your brand as much as you do.
In spite of these emotions, you can also focus on patriotism, dreams, jealousy or pride as well.
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