Is it possible to ignore the emotional scene dimension?

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An emotion is a person's attitude to things. There have long been conflicting accounts of the categories of emotions. In ancient China, there were seven emotions of happiness, anger, sadness, thought, grief, fear, and fright. Plutchik, an American psychologist, proposed eight basic emotions: grief, fear, surprise, acceptance, ecstasy, rage, vigilance, and hatred.

In 2016, Facebook introduced five new dynamic and cute emojis, including laughing, happy, surprised, sad, and angry, further enriching the expression of emotions when people browse messages.

When people are too lazy to write a comment, choosing an emotional emoji is a way to save time and satisfy the desire to express themselves. Adding the right emoji option not only adds interest and engages users, but also provides informative feedback to article writers and media.

When enough people are expressing emotions, they become an added value to the content. For example, when the message "Artificial intelligence is replacing part of the workforce" is posted, you can see that most people are "happy" about it, some are "sad" about it, and some are even Some were "angry".

Parsing the various emotions in terms of avoidance and desire can guide us in navigating the emotions to use the scenario. Generally speaking, people tend to avoid the following emotions: low self-esteem, worry, anger, hatred, fear, sadness, negativity, regret, conceit/complacency, and complaining.

At the same time, we tend to crave the following emotions: love, happiness/pleasure, fulfillment, friendliness, respect/self-esteem, approval/approval, and nostalgia.

Baby is about to be separated from his family for 8 hours and is moving into a completely new environment. Uber and Mums.com are jointly organizing a campaign to take you to nursery school and follow your baby's first journey to school. Uber and Mum.com are jointly organizing a campaign to take your baby to and from school in a car, with a photographer following the whole process to record your baby's beautiful, precious first day.

Uber said that all those who met the entry requirements and signed up as requested, regardless of whether they were selected or not, would receive a $15 taxi fund from Uber.

The event received a lot of positive feedback from mums. Many mothers followed up with comments after the main event post. For example, "It's a big Audi, very spacious, really nice" and "A meaningful commemoration of the start of school for my baby". The event was a great way for local mums to get to know and experience Uber, and it was a grounded and emotional event from a mum's perspective. In future scenarios where mothers need a car, such as when their babies are sick or when they take them to the park, they can't help but think of Uber.

Case comment: Capturing the scenario requires capturing the emotions of the user behind it. In this particular scenario of the start of the school year, Uber has created this campaign with parents by providing some help, a heartfelt attempt!

Communicating with consumers from an emotional perspective can be carried out through the following steps:
(1) Find the emotional weaknesses of the target consumer. For example, whether the intrinsic emotion is fear (fear of health, fear of safety, fear of uncertainty), vanity (people in love, party occasions, etc.), or inferiority complex (height, obesity, etc.).

(2) Satisfying the consumer's desires. By analyzing the consumer's emotions and telling them how to solve their problems, the product is designed to help them solve their problems and satisfy their desires (to be healthy, happy, and beautiful)!

The "New Skin Mite Cream" exaggerates the seriousness of the mite problem by listing as many symptoms as possible, creating an atmosphere of public opinion and constantly stimulating customers' fears, and forcing them to take measures (buy products or services) to solve the problem.

Companies seize on the concept of mites and extensively enumerate the many ways in which mites can be transmitted (e.g. by husband and wife, by parents, by mother and child, etc.) and, to further enhance credibility, add instrumentation to the promotional site to test for them: under the display mirror, palpitating, writhing mites are indeed visible. The company has cleverly exploited consumers' fears and desire to be healthy by implementing emotional marketing.

While there are many categories of emotions, there are generally considered to be four basic emotions: happiness, anger, fear, and sadness. How companies navigate the behavior of user groups in different emotional scenarios has become an important indicator of the practitioner's ability, and if the group's emotions are not handled properly, it will trigger a negative trend.

As the old saying goes, you shouldn't use real hardship as a promotional tool. After Hurricane Sandy swept across the East Coast of the United States, many brands and department stores were closed. So AA American Apparel took to Twitter to advertise a sale "To keep you from getting bored during the hurricane, take 20% off everything in the online store for the next 36 hours. Consumers were quick to take to Twitter and other social media to satirize and slam the ad.

A well-known company, in the midst of the Malaysia Airlines incident, posted "These days, you can't tell. Even planes can go missing! We have informed the administration department to order 100 copies of the latest aviation insurance, which can cover a year's flight for $200 and $10 million for all executives so that if the plane goes missing, there will be protection for the family. We can't stop traveling just because the plane goes missing!" Immediately sparking discontent and flirtation, the company eventually had to succumb to the netizens' grief and chose to apologize.

Case Comment: In a disaster scenario, companies act irrationally, which can easily lead to public outrage. Factors relating to emotions in the choice of scenario must be taken into account. There are many companies that have fallen on their face in this place.

We are concerned with emotions on the internet, more so with the spread of extreme emotions. Controllable range emotions are the norm, and often the emotions that trigger crises and spread are at both ends of the spectrum. For such extreme emotions, people panic once they encounter them and tend to act irrationally, thus triggering greater negativity. The ability to navigate the tide of emotions is very challenging, and it is fair to say that once the tide of internet users' emotions is up, it is difficult to defuse it without damage.

Here's a look at how Eastern Airlines handles internet complaints. The Eastern Airlines online customer service operations team is very concerned about fan sentiment. The first priority for Eastern Airlines is to reassure fans, followed by brand marketing and finally product sales. The Eastern Airlines brand actively chooses the role of emotional reassurance and moves issues quickly to the online customer service or telephone call center.

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