No Emotions in a Functional Category? Feel again...

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No Emotions in a Functional Category? Feel again...

Today, there are still marketers around who think that a customer in search of functional performance and benefits - such as in the laundry category - can only be swayed by rational and functional-focused elements. Is that so? If a robot makes the decision, perhaps...but shoppers who choose brands within a cluttered environment and who are willing to part with their money are hardly robots. An interesting case study from 10 years ago in China when almost all advertising in the country was on the nose function-focused.

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