Product promotion: When do emotional appeals trump celebrity spokespeople?
Emotional appeals could be more effective than celebrities when promoting products related to a consumer's identity, according to a new study in the Journal of Consumer Research.
"Specific emotions can help consumers strengthen their identities by providing information about how to feel a particular identity, especially when emotions are associated with distinct patterns of action. Consumers tend to choose products that bolster emotions associated with a particular identity," write authors Nicole Verrochi Coleman (University of Pittsburgh) and Patti Williams (Wharton ...





