Last month we talked about using behavioral economics to improve the way we present benefits to employees in the enrollment process. This month we’ll dig into another side of behavioral science: the study of emotional responses in marketing and sales messaging. 

To start thinking about how emotions play an important role in purchasing decisions, think of buying a car. The salesperson might bore you with information about horsepower and safety features, but the part of car buying that’s most effective is when you’re handed the keys for a test drive. 

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