Everything we do is based on emotions. Just check this out:
This list is great to reference when writing copy, thinking about positioning, or crafting a story.
I will say that value does matter. If you can use the emotions and craft a compelling, value-based business case, then you probably have a home run.
Lastly, you need to use these in honest and truthful ways. Don't be evil, and don't try to manipulate people with their emotions for your good and not theirs. Mutual benefit only.