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Consumers' emotions have a significant influence on purchase and consumption decisions for a wide variety of products. A good example of this phenomenon can be found in the candy and snack market, where consumer responses are a product of a sizable number of emotion-laden situations that may be exploited in advertising strategy. Candy is often used as a reward for appropriate behavior in childhood, as well as a gift or positive "message" among adults for events such as Valentine's Day, anniversaries, and birthdays. On the other hand, many consumers believe that candy and snacks have negative consequences if they are used excessively. By capitalizing on these and similar past experiences through the firm's advertising efforts, the marketer of confections can either attempt to alleviate negative, or accentuate positive feelings directed toward the brand or product class. Emotions appear to play a similar role in other consumer products such as tobacco, liquor, automobiles as well as many food products. Emotional, experiential, and aesthetic behaviors that normally lie beyond the scope of traditional marketing are currently receiving extraordinary attention. Although some have argued that these aspects of consumption activity are deserving of study, practitioners have realized that understanding the dynamics of activities such as emotional experience can assist in developing marketing strategy. Although our present knowledge of buyer and consumer emotional experience is relatively limited, this article will provide some structure to what we do know, to apply it to the advertising area.

https://www.researchgate.net/publication/235270965_Understanding_and_using_emotions_in_advertising

Q1: According to the article what are the 3 most common uses of emotion in advertising?

Q2: According to the article how do emotions influence marketing

behavior?