My old friend Robert Heath, he of low involvement processing and now at the University of Bath's School of Management, has a new paper out. In it, he argues that advertising which stimulates our emotions is more potent. This is something that many others have said before, and it is now a generally accepted truth of neuroscience, but Robert benefits from building his argument around research data.
As the press release says...
"Advertisements with high levels of emotional content enhanced how people felt about brands, even when there was no real message. However, advertisements which were low on emotional content had no effect on how favourable the public were towards brands, even if the ad was high in news and information".
You can read the full press release here. If you want to hear more from the horses mouth, contact Robert via his website.
