Taste sensation: Ads engaging all senses more effective

Financial

Corporations spend billions of dollars each year on food advertising – Kraft Foods, PepsiCo, and McDonald’s each spent more than $1 billion in advertising in 2007. A new study suggests those advertisers are missing out if their ads only mention taste and...

Positive ads aren’t always the most effective

Financial

Ads that feature positive emotions, like happiness, are not always the best way to reach consumers, according to a new study in the Journal of Consumer Research. Authors Loraine Lau-Gesk of the University of California, Irvine, and Joan Meyers-Levy of the University...

Thinking vs. feeling: A new marketing approach

Featured, Financial, News

Consumers approach problems, products, and websites differently according to distinct thinking styles, rational or experiential, says a new study in the Journal of Consumer Research. Authors Thomas P. Novak and Donna L. Hoffman (both of University of California,...