You might be familiar with the Disney film Inside Out, which characterizes five different emotions $($joy$,$ sadness, disgust, panic, and anger$)$ as different forces that contribute to what we believe and how we act. Plutchik$$s wheel of eight emotions functions in much the same way.

How can understanding the wheel of emotions help us reach consumers?

Emotions can be a useful tool to create memorable advertisements and reach specific audience segments through targeting certain emotions in our ads.

Understanding the emotional combinations can help us recognize these emotions in our consumers when we read their social media posts.

Emotions generally get in the way of a marketing message, so understanding emotions will help us avoid triggering them.

Understanding the balance of emotions and the emotional pairs can help us create very neutral advertisements, which is the goal.