Emotion vs. Rational in Advertising
The article Emotional Ads Work Best by roger Dooley for neurosciencemarketing.com states that, “Emotion-based ads may be more difficult to create, but the stats say it’s worth the effort.” Research done by Dooley concluded that, “Campaigns with purely emotional content performed about twice as well (31% vs. 16%) with only rational content, and those that were purely emotional did a little better (31% vs. 26%) those that mixed emotional and rational content”.
Pringle and Field attribute this split to our brain’s ability to process emotional input without cognitive processing as well as our brain’s more powerful recording of emotional stimuli.
Read the whole article at: http://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm