Secondo Daniel Goleman, autore del libro Intelligenza Emotiva, è la più primordiale e potente tra le spinte emotive.
La paura, nel corso dell'evoluzione, ha avuto un ruolo speciale: più di ogni altra emozione è stata determinante per la sopravvivenza. è l'emozione che più di tutte le altre spinge all'azione e al non essere passivi.
Per questo è una delle leve che viene più usata nel copy. Infatti si arriva addirittura a parlare di "fear-based copywriting".
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