Creativity can benefit from generating an emotional response from the consumer, to be able to generate a change of behaviour or to encourage a consumer to buy (or at least to consider buying) a product. As Calne suggested, “[t]he essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions” (1999).
This can be proved with one of the print ads that Nick showed us, which impressed me and made me consider buying a product. It’s an ad of a public telephone, in which, instead of the buttons, there were dirty fingers. When I saw this ad, well, I felt fear, fear of dirt, fear of bacteria, and fear of getting sick. So I realised that: wow yes, public phones are dirty, and that there is dirt and bacteria everywhere, so I really should get some sanitiser. Emotion (in this case, fear), then, is what could have driven me or could drive anyone else to buy a product, because emotion leads to action.
Calne,N, 1999, ‘Within reason:rationality and human behaviour’, The Vancouver Sun, p. E1, E2.