I don't think there's a problem with convincing people to buy certain products based on emotions as long as it's not manipulative. This article assumes that appealing to emotion is manipulative and alienating, which isn't always the case.
Well, I'd say that making anyone have a certain emotion on purpose and in order to capitalize on this emotion is manipulative by default.
But the article is very true. You might like a lovely ad but an educated web user will browse the web to see what others are saying especially if the price is high. Nobody believes in companies now, but we trust other people on the internet even if we've never seen them because they don't have a reason for manipulation and the companies do.
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