When marketers and sales professionals create and deliver insights-based messages, they’re doing so not just to create excitement, but to actually promote the behavior changes they’re looking for in prospects. In other words, they’re hoping to incite buying intent. For this study, Corporate Visions contracted with a social psychologist to better understand how best to do that by examining the behavioral and emotional impact of risk and resolution in insights-based messages.

To see the findings of the research, and to learn more about the implications they have for your insights-based messages, download our research brief.