Emotional Contagion: The Invisible Power Shaping Marketing
Ever feel like people around you can change your mood without saying a word? Maybe a friend walks into the room with a huge smile, and suddenly, you feel lighter. Or maybe someone’s tense posture makes you uneasy before they even speak. That’s the power of nonverbal communication, and it’s shaping our world in ways we don’t always realize.
Vanessa Van Edwards, a behavioral investigator, digs into this idea in her TEDx talk, "You Are Contagious." A must watch! And no, she’s not talking about catching a cold—she’s talking about emotions! Turns out, feelings spread just like a yawn in a quiet room. One person’s excitement can lift an entire group, while another’s stress can bring everyone down. And here’s the kicker: most of this happens without us even realizing it!
Think about it like a ripple in a pond. Drop a single stone, and the waves spread outward, touching everything in their path. Your emotions work the same way. A confident, warm presence can create trust and enthusiasm. A nervous, closed-off stance? That can push people away.
And in marketing, this idea is gold.
How This Affects Marketing
Marketing isn’t just about selling a product—it’s about creating a feeling. The right words, tone, and visuals can spark excitement, trust, or even urgency. And if you know how to use emotional contagion, your message will stick with people long after they’ve scrolled past it.
Email & Text Messages:
Ever open an email that feels cold and robotic? Boring, right? But when a message feels personal, positive, and engaging, it grabs attention. A warm greeting, a little enthusiasm, and a friendly tone can make all the difference.
Video Content:
People don’t just hear your words—they feel your energy. A smile, eye contact, and an excited tone can make your message more convincing. Think about your favorite YouTubers or public speakers. They don’t just talk; they connect. Their passion pulls you in.
Brand Messaging:
Consistency is key. If a brand’s messages always bring a sense of inspiration, joy, or trust, people start to associate those feelings with the brand itself. That’s how loyalty is built!
Real-World Examples
Let’s take a look at two different marketing strategies. Both aim to sell home insurance, but they tap into emotions in very different ways.
Fear-Based Marketing: Allstate’s "Mayhem" Campaign
Allstate took a bold approach with its "Mayhem" campaign. They created a character—literally named "Mayhem"—who shows up in wild, destructive scenarios. A tree falls on your car. A raccoon wrecks your attic. Mayhem is always there, causing chaos. And what’s the message? You need insurance because disaster can strike at any moment. This taps into fear, making people think, “I don’t want to deal with that! I need protection now.” It’s powerful because fear makes people act fast.
Positive Marketing: State Farm’s "Get to a Better State" Campaign
State Farm takes a different approach. Instead of focusing on disasters, they highlight solutions. Their ads show friendly, trustworthy agents helping customers through tough times. There’s a sense of security, like a safety net. Instead of fear, they focus on peace of mind—the relief of knowing someone has your back.
Which Strategy Works Best?
Both! It depends on the audience. Some people respond to urgency and fear. Others prefer reassurance and trust. But both methods use emotional contagion—just in different ways. Watching Vanessa's talk inspired us to pause before we answer the phone, genuinely smile and then say hello. Hopefully spreading some joy, one hello at a time.
What This Means for You
Whether you’re writing an email, answering the phone, filming a video, or creating a brand message, remember this: emotions spread. How do you want your audience to feel? Inspired? Safe? Excited? Start there. Because when you tap into emotions the right way, your message doesn’t just get seen—it gets remembered.
So, what kind of ripple do you want to create?
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Resources:
cobaltcommunications.com+1trendhunter.com+1
https://en.wikipedia.org/wiki/Allstate
https://www.oneclub.org/awards/theoneshow/-award/13548/mayhem/
https://www.pandahub.com/blog/unraveling-the-mystery-the-journey-of-allstates-mayhem-guy
https://en.wikipedia.org/wiki/State_Farm
https://gowestwork.com/state-farm-get-to-a-better-state-campaign
https://www.marketingbrew.com/stories/2025/03/12/state-farm-bateman-batman-march-madness
