blog navigation

blog posts

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

    Photo of Hayden Noel, a clinical associate professor of business administration at the Gies College of Business at Illinois.

    Emotional appeals in advertisements may not always help improve consumers’ immediate recall of a product, says a new paper co-written by Hayden Noel, a clinical associate professor of business administration at the Gies College of Business at Illinois.

    Photo by Gies College of Business

    Images

blog posts

  • Editor’s notes: To contact Hayden Noel, call 217-265-0649; email hnoel@illinois.edu.

    The paper “The effect of emotionally-arousing ad appeals on memory: Time and fit matter” is available online.

    DOI:
    10.1080/02650487.2020.1822670