Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how emotions outweigh logic in advertising effectiveness. They discuss research showing emotional responses are nearly twice as powerful as cognitive factors in driving purchase intent across nearly all product categories.

Topics covered:   

• [01:00] "The Power of Effect: Predicting Intention"
• [02:00] Rational vs. emotional decision-making
• [03:00] The AdSAM non-verbal research tool
• [05:00] Where emotion dominates across product categories
• [06:45] The one category where logic outperforms emotion
• [09:30] Creating ads that evoke the right feelings 

 





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Resources: 
Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention.Journal of Advertising Research, 42(3), 7-17. 
 

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