Emotional Marketing
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Double
your profits from using purely rational, feature-led ad campaigns. (IPA)
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>40 minutes
of course content spread across 8 modules and videos. Learn at your own pace!
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3
downloadable artifacts that allow you to assess where behavioral failure modes are occurring in your organizations’ own AI adoption.
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>97%
of previous participants in masterclasses, workshops, and executive education recommend the instructor to others.
Why this course exists.
Emotional Marketing is a self-paced, behavioral science course built for marketing practitioners—not academics. Across 8 short videos (40 minutes total), you'll work through six core levers—the emotional spectrum, nostalgia and sentimentality, brand attachment, storytelling, and fear and scarcity—applying each one to a real product or campaign of your own, and finishing with a one-page Emotional Marketing Playbook plus a working ethics checklist for using these tactics responsibly. The case for why this matters is backed by real numbers: analysis of the IPA's dataBANK, a respected archive of 1,400+ award-winning ad campaigns, found that purely emotional campaigns delivered roughly double the profit gains of rational, feature-led ones—a 31% profitability increase versus 16%.
What you’ll leave with.
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A working mental model of System 1 vs. System 2 decision-making, and why it matters for emotional messaging.
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The ability to spot and apply 5 core emotional marketing levers: the emotional spectrum, nostalgia, brand attachment, narrative storytelling, and fear/scarcity appeals.
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3 brand case studies (Coca-Cola, Volvo, Amazon) you can reuse when pitching campaign concepts internally.
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A completed, one-page Emotional Marketing Playbook for a real brand, product, or campaign of your own.
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A small set of reusable templates and worksheets for future campaign work.
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A set of ethical guardrails for using emotional appeals without eroding customer trust.
Your instructor.
Eugene Chan, PhD
Eugene (PhD Toronto; MA Chicago; AB Michigan) is a behavioral scientist whose work focuses on the moments when customers are uncertain, skeptical, or under scrutiny, translating insights from consumer psychology into practical strategies that strengthen confidence, reduce friction, and improve adoption across products, services, and communication. His academic work is published in Financial Times Top 50 journals and has been covered by media outlets include Globe and Mail, Men’s Health, and the Wall Street Journal. He has conducted workshops and masterclasses for leading companies in Canada, Australia, and the United States, and has served on tenured faculties at Tyndale University, Toronto Metropolitan University, Purdue University, Monash University, and the University of Technology Sydney.
You’ll want to enrol if you want to…
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... stop losing customers to competitors with a worse product but a stronger emotional connection/
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... write brand stories people actually forward, instead of ads they scroll past.
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... know exactly when to use urgency and fear—and when it'll blow up in your face.
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... turn "nice to have" nostalgia and sentimentality into a repeatable, honest marketing lever.
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... walk away with a finished, presentation-ready playbook for your own brand—not just theory
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... build campaigns that hold up to scrutiny, backed by a working ethics checklist instead of guesswork.