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Why, When and How Much to Entertain Consumers in Advertising

Providing entertainment in ads (e.g., humor, creative stories and upbeat music) is considered to be an effective way of capturing viewers’ attention and persuading consumers toward a product, service or idea. But what if too much entertainment can increase interest for the ad and, at the same time, decrease the consumer's intent to purchase the advertised brand? This joint research study with Harvard Business School uses automated, facial coding to demonstrate how too much positive entertainment can have detrimental persuasion effects, and provide the optimal level and placement of entertainment to use in your advertisements. 

 

Presented by:

Rana el Kaliouby, Ph.D - Co-founder and Chief Science Officer, Affectiva

 

Free for Members, $199 for Non-Members

Overview

Why, When and How Much to Entertain Consumers in Advertising
August 27, 2013

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