Tag: Advertising

Eye Contact & Trust

Eye Contact & Trust

  1. Consumers are 16% more likely to trust a brand of cereal when the characters on the boxes look them straight in the eye, according to researchers from Cornell University
  2. Interestingly, the gaze of characters on children’s cereal boxes is at a downward angle, correcting for their height
  3. Characters on adult cereal boxes look straight ahead

Source: Cornell University

Smoking and Motivation

Smoking and Motivation

  1. New research suggests ads with messages about “why” to stop smoking can influence a smoker to quit within a month
  2. However, there is no evidence that ads with messages about “how” to stop smoking influence behavior
  3. Researchers argue that “why” ads are more effective because they show graphic portrayals of the health consequences of smoking

Source: The Impact of Cessation Media Messages on Cessation-Related Outcomes: Results From a National Experiment of Smokers. American Journal of Health Promotion, 2014

Smell and Advertising

Smell and Advertising

  1. Marketers have a new tactic—smellizing, which is when consumers imagine a smell
  2. New studies suggest that smellizing increases consumers’ desire to purchase advertised food products
  3. Researchers suggest that marketers are not doing enough to tap into the power of smell when developing marketing material

Source: Aradhna Krishna, Maureen Morrin, Eda Sayin. Smellizing Cookies and Salivating: A Focus on Olfactory Imagery. Journal of Consumer Research