2 months ago in Local Photo: YouTube
Great commercial. Now, what was it for?
A University of Illinois professor who studies consumer behavior says there could be some of that going around during Sunday night’s Super Bowl.
Hayden Noel, an associate professor of business administration, says one sponsor tried throwing in the things people like !!
“They used the phrase ‘puppy, monkey, baby,’” Noel says. “It was a humorous take on the fact that a lot of Super Bowl ads actually were successful when there was a puppy, a monkey, or a baby. So there’s a lot of emotion there. A lot of people remembered the ad but didn’t remember the brand.”
Emotional ads may not help improve consumers memory. Pixabay
Debunking a long thought that an appeal to emotion sparks a call-to-action that motivates viewers to become consumers, a new study suggests that emotionally arousing advertisements may not always help improve consumers’ immediate memory.
The findings, published in the International Journal of Advertising, indicate that an ad’s emotion arousal can have a negative effect on immediate memory but a positive effect on delayed memory but only if the level of emotional arousal elicited by the advertisement is congruent with the ad’s claims.
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Emotional ads may not always help consumer memory: Study
New York: Debunking a long thought that an appeal to emotion sparks a call-to-action that motivates viewers to become consumers, as a new study suggests that emotionally arousing advertisements may not always help improve consumers immediate memory.
The findings, published in the International Journal of Advertising, indicates that an ad s emotional arousal can have a negative effect on immediate memory but a positive effect on delayed memory but only if the level of emotional arousal elicited by the ad is congruent with the ad s claims. Emotionally arousing appeals have long been used in advertising, but the impact of those appeals on consumers memory has always been a bit unclear, said the researcher, Hayden Noel, Assistant Professor, at the University of Illinois at Urbana-Champaign in the US.
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IMAGE: Emotional appeals in advertisements may not always help improve consumers immediate recall of a product, says a new paper co-written by Hayden Noel, a clinical associate professor of business administration. view more
Credit: Photo by Gies College of Business
CHAMPAIGN, Ill. In almost all successful advertising campaigns, an appeal to emotion sparks a call-to-action that motivates viewers to become consumers. But according to research from a University of Illinois Urbana-Champaign expert who studies consumer information-processing and memory, emotionally arousing advertisements may not always help improve consumers immediate memory.
A new paper co-written by Hayden Noel, a clinical associate professor of business administration at the Gies College of Business at Illinois, finds that an ad s emotional arousal can have a negative effect on immediate memory but a positive effect on delayed memory - but only if the level of emotional arousal elicited by