Emotion in Marketing

As a friend tells the story,  he was watching a television reporter interview the pilot of a commercial jet that had had a close call nearly 2 years ago. It was pretty standard morning television: the stoic pilot with a crew cut and a military mien, dispassionately describing his maneuvers in the cockpit as though he were auditioning for the role of Joe Friday in a Dragnet sequel. And then the reporter asked the pilot what he was thinking at the critical moment when his survival, and that of his passengers, was very much in doubt. The pilot paused for what must’ve been three or four seconds, and his eyes began to nervously scan the middle distance. Finally, he [...]