Balance In Advertising: Tailored Marketing Messages Can Counter Consumers' Negative Emotions

Free registration required

Executive Summary

Advertisers have the creative control to strengthen an ad's emotional appeal. They can show particular ads to offset a television show's demeanor, offering up happy or calming emotions to the viewer when watching a drama that evokes sadness or anxiety. Advertisers who successfully discern consumers' negative emotions can maximize their ad strategy by crafting messages to ease negative feelings and create a more positive mindset. When feeling angry versus anxious, consumers favor positive emotional experiences catering to the orientation of their negative emotion.

  • Format: HTML
  • Size: 0 KB