:: adgruntie :: Emotional vs Informational ads

+ A new study by researchers at the University of Washington, Seattle University, and Washington State University claims "consumers who are very skeptical about the truth of advertising claims are more responsive to emotionally appealing ads than ones peppered with information."

"Skepticism leads to less attention to and reliance on advertising, and generally a decreased chance that the consumer will purchase the advertised product," said co-author Doug MacLachlan, professor of marketing and international business at the UW Business School. "Highly skeptical consumers have likely become skeptical over time, in response to numerous interactions in the marketplace that have led them to distrust ad claims. Advertisers have developed strategies for approaching these skeptical consumers, including using emotional appeals, whose success does not require acceptance of informational claims."