Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness

This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales.

Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness

Daniel McDuffMassachusetts Institute of TechnologyRana El KalioubyAffectivaEvan KodraNortheastern UniversityLaurent LarguinetMars

Introduction

It is now widely accepted that human emotions play a significant role in driving our decisions, from the type of content we watch to the products and services we buy (LeDoux 2002; Damasio 1994). Physiological changes in our heart rate, posture, facial expression and voice convey emotion responses to the world around us. These responses are encoded in the System 1 brain...

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