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Hall & Partners' US Managing Partner for Health, Stacy Vaughn, commented in an article for AdAge: 'What now for Johnson & Johnson, as brand-boosting vaccine turns to crisis'.
Behavioral science tells us that a negative is much more impactful than a positive, that people are more motivated by fear than promise. We are kind of pre-programmed from ancient times to react to dangers with amplified effect.
Stacy Vaughn
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