Emotional Advertising
Last week, Science Daily published an article about mood congruency in vacation advertising. Essentially it says that if you’re enjoying a relaxing evening, you’re more likely to respond favorably to an ad for a relaxing vacation than an exciting or adventurous one.
In scanning the related articles, however, I came across one that said people make purchases based on how they think it will make them feel. An example they used was a mid-winter vacation advertisement for someplace warm and sunny, saying it would be most effective to make the consumer first think about their current feelings about being in a ..read more
