As I mentioned on the call with Adam Urbanski (call #4), when I did the research for this project, I found it very difficult to find information on how to market to pleasure vs. how to market to pain. These are key concepts in your marketing toolbox. So why is it so difficult to find information on the topic?

I’ve asked around and nobody seems to have an answer. It seems that marketing to pleasure and pain has become instinctual to most marketers so they don’t think about it much. They just know to do it. I guess that’s why I decided to devote two calls to different aspects of the topic. But even after two calls, there are still a lot of questions.

So, I did some more thorough research and found a few articles on the web I’d like to share with you. It was still hard, though. It took me a good 30 minutes just to find these:

• The Pleasure Principle and How it Applies to Marketing and Advertising
  By Lahle Wolfe, About.com
• Pain vs. Pleasure-the Key to Unlock Your Motivation
  By Javelin Marketing
• Seeking Pleasure? Or Avoiding Pain?
  Based on the Research of Jennifer L. Aaker And Angela Y. Lee
• NeuroMarketing – Top 7 Insights To Unlocking Your Customer’s Brain For Instant Sales
  By Denise Corcoran