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  • Paper: Emotionally appealing ads may not always help consumer memory

    Jan 7, 2021 10:00 am by Phil CicioraResearch
    Emotional appeals in advertiHayden Noel, a professor of business administration at the Gies College of Business. Photo by Gies College of Business

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    • Emotional appeals in advertiHayden Noel, a professor of business administration at the Gies College of Business. Photo by Gies College of Business

    'Ads that pump up the emotional content really move the needle. Advertisers know that for an ad to be effective, it needs to be memorable, which accounts for how often they use high-intensity appeals. But over time, that’s problematic.'