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 of consumer product categories from food and health and beauty to automotive and technology show that purely emotional advertising doesn’t build business.

Such advertising connects with consumers, but then fails to make use of that connection with the credible information needed to change peoples’ minds.







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