The effects of communicating passion in advertising: How messages like “We Love What We Do!” shape people’s product and brand evaluations

In advertising, brands often communicate passion through statements such as, “We love what we do.” This study tests whether such communication of passion positively influences consumers’ product and brand evaluations.
Dahlen et al


  • Communicating brand passion by, for example, stating, “We love what we do,” in advertising boosts consumers’ product and brand evaluation.
  • The effect of brand passion on consumer response is mediated by both perceived brand effort and emotional contagion.
  • By using brand-passion statements in advertising, brands effectively can signal brand effort and increase consumers’ positive emotions.


Steve Jobs once said, “The only way to do great work is to love what you do.” Those words not only...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands