Paper: Emotionally appealing ads may not always help consumer memory
CHAMPAIGN, Ill. -- In almost all successful advertising campaigns, an appeal to emotion sparks a call-to-action that motivates viewers to become consumers. But according to research from a University of Illinois Urbana-Champaign expert who studies consumer information-processing and memory, emotionally arousing advertisements may not always help improve consumers' immediate memory.
A new paper co-written by Hayden Noel, a clinical associate professor of business administration at the Gies College of Business at Illinois, finds that an ad's emotional arousal can have a negative effect on immediate ...






