Is Advertising Too Emotional?

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The basis for this trend is entirely valid: If consumers connect with an ad emotionally, they’re more likely to “hear” a brand’s message.

But it’s worth considering whether this trend may have gone too far, resulting in advertising that’s mostly fluff and little meat—thus failing to deliver the promised impact on sales.

A meta-analysis of eight advertising research studies conducted by The Center for Emotional Marketing shows that advertising which provokes a strong emotional response without providing sufficient product information often breaks through the clutter, but is unlikely to change behavior and increase market share.

The results, across a range...

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