1.jpg
2.jpg
3.jpg

Pathos is a women-owned, full-stack marketing agency, specializing in brand development, website design & management, SEO, and paid advertising.

WOMEN-OWNED,
FULL-STACK
MARKETING AGENCY

Services

Why Pathos?

In Rhetoric, Aristotle outlined three core methods of persuasion: logos (appeals to logic), ethos (appeals to credibility or character), and pathos (appeals to emotion). Of these, we consider pathos to be the most impactful. Aristotle described it as stirring emotions in the audience to guide them toward a particular conclusion. Though often associated with politics and public speaking, emotional appeals also play a powerful role in fields like art, literature, academic discourse, and especially marketing.

Research consistently finds that emotional responses shape how people interpret information and influence decisions—often more strongly than facts or logic. In today’s digital landscape, effective marketing goes beyond good design; it must resonate emotionally, fostering a sense of connection and investment in the brand.

Great Marketing Speaks to the Heart

  • Pathos Marketing Appeal to Emotion

    90% of all decisions are based on emotions.

    Stanford Graduate School of Business. Feelings first: How emotion shapes our communication, decisions, and experiences. Stanford University. https://stanford.io/3kTt6OW

  • Pathos Marketing Produces Results

    Ads with purely emotional content perform twice as well compared to those with only rational content.

    Pringle, H., & Field, P. (2008). Brand immortality: How brands can live long and prosper. Kogan Page.

  • Emotional stimuli are also encoded more powerfully in the brain, making emotional campaigns not only more memorable but also more impactful in driving consumer behavior.

    Pringle, H., & Field, P. (2008). Brand immortality: How brands can live long and prosper. Kogan Page.

  • 71% of customers who feel an emotional connection to a brand are more likely to recommend it to others

    Motista. (2018). Leveraging the value of emotional connection for retailers. Retrieved from https://inspirefire.com/wp-content/uploads/2019/08/3.3_Motista_Leveraging-Emotional-Connection-for-Retailers.pdf

  • Emotionally connected customers have a lifetime value that is twice as high as that of customers who are merely satisfied, indicating the long-term benefits of emotional engagement.

    Forbes Agency Council. (2024, September 12). How to use emotional marketing to boost sales. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2024/09/12/how-to-use-emotional-marketing-to-boost-sales/

  • After a major bank introduced a credit card for Millennials that was designed to inspire emotional connection, use among the segment increased by 70% and new account growth rose by 40%.

    Magids, S., Zorfas, A., & Leemon, D. (2015, November). The new science of customer emotions. Harvard Business Review. https://hbr.org/2015/11/the-new-science-of-customer-emotionsbirthdayco.com+6