> To a nerd, that avoidance is a very bad thing, because a nerd prides himself on knowing the details. So the marketing message that avoids details and tries to

> To a nerd, that avoidance is a very bad thing, because a nerd prides himself on knowing the details. So the marketing message that avoids details and tries to sell some "powers" that work "out of the box" hurts the ego of the nerd. This feeling of hurt is certainly an emotion, so I wouldn't say nerds are less emotional! Also, "nerds" often arrogantly feel like they're superior (e.g. smarter, more knowledgeable, better able to figure things out than anybody), so marketing that feeds their egos in that way will likely be more successful. However, the precise way these feelings manifest themselves is different than a lot of other groups, so more broadly targeted marketing may fail.