Negative Emotionen im Marketing

New edition with unchanged content. No one will deny that emotions play a role in a consumer's buying process. There are numerous examples of companies that want to encourage us to buy products with the help of positive emotions such as love, gratitude, satisfaction, desire, enthusiasm or longing. But what role do negative emotions such as fear, envy, sadness or shame play? Do they really only appear in the obvious situations where fear of a car accident forces us to buy insurance? The effect of negative emotions, on the other hand, is usually far more subtle: isn't that why we buy deodorant, because we are ashamed of bad body odor? The paper categorizes in a very simple way all the possible uses of negative emotions in marketing. The intention lies in the presentation of the respective consequence.