How Latin Americans respond emotionally to advertising

An appropriate balance between emotions and reason-based arguments is thought to help advertising achieve two important goals: to engage and persuade consumers.

How Latin Americans respond emotionally to advertising

Jorge Alagón-Cano and Rogelio Puente-Díaz

Emotions colour our lives. They play a central role in human experience and influence complex psychological processes, such as perception, memory, attention and self-regulation. Since emotions have an impact on key psychological processes, they have been hypothesised to play a central role in advertising (1).

Experts have also suggested that good advertising should provide consumers with reason-based arguments. Consequently, it is thought that an appropriate balance between emotions and reason-based arguments helps advertising achieve two important goals: to engage and persuade consumers (2).

A key question...

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