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. Read more »
Less than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents’ reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Research for a CPG category in the Journal of Advertising Research suggests that emotional messaging is more effective in wealthier countries. The authors propose that: Read more »
A paper published in the Journal of Advertising examines whether a brand’s prior commercials create expectations against which consumers’ measure subsequent ads from that brand. Findings indicate that prior advertising performance might affect the effectiveness of new ads. Read more »
MediaTel and WARC highlight research that suggests that “the funniness of an ad is not just a creative issue but also one of media placement. The perception of funniness can be boosted through channel selection or implementational tactics.” One Millward Brown study that ran identical creative on TV and cinema revealed differences in the proportion of respondents that said they “enjoyed the humor” — 61% for cinema viewers versus 52% for TV. Read more »