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Emotional ads may not help improve consumers' memory. Pixabay

Debunking a long thought that an appeal to emotion sparks a call-to-action that motivates viewers to become consumers, a new study suggests that emotionally arousing advertisements may not always help improve consumers’ immediate memory.

The findings, published in the International Journal of Advertising, indicate that an ad’s emotion arousal can have a negative effect on immediate memory but a positive effect on delayed memory — but only if the level of emotional arousal elicited by the advertisement is congruent with the ad’s claims.


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“Emotionally arousing appeals have long been used in advertising, but the impact of those appeals on consumers’ memory has always been a bit unclear,” said the researcher, Hayden Noel, Assistant Professor, at the University of Illinois at Urbana-Champaign in the US.

“So we examined the impact of different aspects of emotionally arousing ads on memory. Why did we focus on emotion? Well, in the majority of business-to-consumer ads that are crafted to drive sales, eliciting emotional activation, or arousal, plays a critical role,” Noel added.


Emotional appeals continue to be essential tools for marketers. Pixabay

For the study, the team conducted three experiments using print and video ads from different English-speaking countries.

Want to read more in Hindi? Checkout: तो यह रहा 2020 का सबसे लोकप्रिय मोबाइल गेम

The researchers tested the moderating roles of retention time and the fit between the emotional arousal communicated in the ad and the ad claim. All experiments used combinations of low and high emotionally arousing ads.

The researchers found that when the level of emotional activation elicited by the ad doesn’t fit the ad’s claim, then the message conveyed ultimately doesn’t stick in the consumer’s mind.

ALSO READ: Navigate The New Rules Of Dating In 2021

Emotional appeals continue to be essential tools for marketers and emotionally arousing ads are generally the most successful type of advertisement, “leading to higher levels of profit relative to other ads that may appeal to intellect or rational thought,” Noel said. (IANS)


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The aim of the book is to teach children that families can exist in different forms, and show them how to accept the diversity in family backgrounds.

By Siddhi Jain

Delhi-based author Pritisha Borthakur is set to release her new book, 'Puhor and Niyor's Mural of Family Stories'. The 1,404-word children's book was put together to address a new kind of societal debacle in the family system. The author says the aim is to teach children that families can exist in different forms, and show them how to accept the diversity in family backgrounds.

The author who named the book after her twin sons -- Puhor and Niyor -- is a parent who has seen and heard the tales of ridicule and discrimination suffered by many in India and beyond. She says the book is an artistic illustration for kids that details how different families can live and coexist. Whether it's children with two dads or two moms, children with a single dad or single mom, and even multiracial family units, Borthakur's book teaches love, understanding, and compassion towards unconventional families.

Beyond race, gender, color, and ethnicity which have formed the bases for discrimination since the beginning of time, this book aims to bring to light a largely ignored issue. For so long, single parents have been treated like a taboo without any attempt to understand their situations; no one really cares how or why one's marriage ended but just wants to treat single parents as villains simply for choosing happiness and loving their children.

Homosexual parents, a relatively new family system, is another form that has suffered hate and discrimination for many years. Pritisha emphasizes the need to understand that diversity in people and family is what makes the world beautiful and colourful. 'Puhor and Niyor's Mural of Family Stories' is a firm but compassionate statement against all forms of discrimination on the bases of sexual identity, gender, race, and even differences in background

four children standing on dirt during daytime 'Puhor and Niyor's Mural of Family Stories' is a firm but compassionate statement against all forms of discrimination on the bases of sexual identity, gender, race and even differences in background. | Photo by Ben Wicks on Unsplash


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