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Professor Adam Alter explains how fears can be addressed with marketing

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Excerpt from MSNBC -- "Fear is an immediate motivator and I think it's therefore an especially powerful tool in marketing for good and for bad...One of the big keys is if people are feeling fearful that you also give them a tool or tools to deal with that fear and you give them a sense of they actually manage the fear and overcome it. Even if the chance of something bad happening is small, we want to know that it's something we don't have to worry about."

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