Emotive marketing for sustainable consumption: Study tests effects of social media posts on valuation of chocolate

Does triggering certain emotions increase willingness to pay for sustainably produced food? On social media, emotional messages are often used to influence users' consumer behavior. An international research team including the University of Göttingen investigated the short- and medium-term effects of such content on consumers' willingness to pay for bars of chocolate. They found that in the short term, provoking certain emotions increases willingness to pay, but the effect weakens after a very short time. The results are published in the journal Q Open.