FEATURE20 June 2017

The heart sell

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Asia Pacific Behavioural economics Features Impact

INDIA – Indian shoppers are more responsive than the average global consumer to advertising, particularly if it’s emotionally charged. Ian Forrester of Unruly describes research exploring this trend

In a world where consumers are increasingly mistrustful of advertising – seeing it as an unwelcome distraction from their hectic daily lives – India has a uniquely positive outlook.

In contrast with the global average, most Indian consumers ...