Statements work best in intense environments, while questions do well in calming situations, according to a study highlighted in the Boston Globe. The research will be published later this year in the Journal of Consumer Psychology.
“When consumers were more excited, either by an image or by music, they were more likely to buy the product presented as a statement… In calmer situations with more soothing music, such as while watching a documentary, consumers are willing to ponder a question and are more likely to buy a brand that asks their opinion.”
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