In their leadership section, Fast Company explores four studies that shows basic emotions create "our experiences" - and what this means for the content people share online.

One of the studies highlighted is recent Sauder research by Assistant Professor JoAndrea Hoegg and PhD candidate Lea Dunn, which shows that fear can lead consumers to love a brand.

“People cope with fear by bonding with other people. When watching a scary movie they look at each other and say ‘Oh my god!’ and their connection is enhanced,” says Dunn. 

“But, in the absence of friends, our study shows consumers will create heightened emotional attachment with a brand that happens to be on hand.”

Full story.