About the book: 2016 / The argumentation of your advertising can be reliable and logically impeccable. But if it doesn’t touch a person’s nerve, then he won’t budge. Why do people do certain things? There are seven most powerful emotions that motivate action. These are envy, love, fear, curiosity, greed, vanity and guilt. Each of them has its own mini-book. This is the fourth of seven mini-books in the “Emotions in Advertising” series. She tells how to use envy in advertising practice - an emotion that is usually kept silent among marketers. For entrepreneurs, small and medium-sized business owners, advertisers and marketers interested in increasing the impact of marketing materials, as well as for those who would like to become an informed buyer and not fall for advertising scams.