on Forbes
That is the implication of a paper presented this past weekend at an annual Experimental Political Science Conference put on by New York University’s Center for Experimental Social Sciences. Timothy Ryan, of the University of Michigan, did “a new type of field experiment” in which “I induce feelings of anger and anxiety and passively measure the effects on information seeking. Across three studies, I find anger to increase information seeking, a result inconsistent with some standing theories. When anger is evoked along with anxiety, however, information seeking does not increase relative to an emotion-neutral control, a result at odds with past findings that anxiety motivates attention and interest.” In other words, make people angry and they’ll pay attention and want to know more. Make them anxious at the same time, though, and you won’t do nearly as well.
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We know that emotions move people and we know that anger pushes people to action. Have you considered using anger as a marketing tool?
If you make them angry at the clearly defined enemy, that might be an effective marketing strategy. It works for political campaigns.
But be careful. Make them angry and confuse them and you better duck.
I'm mad as hell and I'm not gonna take it anymore.
George Torok
Marketing Speaker
Business Speaker
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