Angela Y. Lee
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Date
Title
Researchers
Translations
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Jan 2, 2013
Show DetailsMarketing
Leave My Brand Alone
When we identify with a brand, suggests new research by Angela Y. Lee, we may defend it just as we would defend ourselves.
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Oct 1, 2010
Public-Private Interface
Engineered Electioneering
When it comes to persuading voters, the timing of a candidate’s message may be as important as the message itself. Angela Y. Lee finds that abstract notions resonate with voters early in the campaign, but concrete messages become more meaningful as Election Day approaches.
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Oct 1, 2009
Markets & Customers
The Art of Persuasion
What types of messages are most persuasive? For example, would you be more likely to buy a TiVo if an ad described it as offering you freedom or if it explained how you could replay sports events?
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Dec 1, 2007
Markets & Customers
Healthy Choices
Which tactic would motivate you to obey instructions for taking a prescribed medicine: fear of harmful health consequences of not taking the drug or confidence in the eventual health benefits bestowed by the drug?
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Apr 14, 2007
Markets & Customers
Mixed Messages
We are creatures of habit who delight in the familiar. And, truth be told, many of us are a little bit lazy. Such human behavior, says Angela Lee, determines whether advertising messages hit or miss their intended targets.
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Apr 6, 2007
Markets & Customers
Seeking Pleasure? Or Avoiding Pain?
Will your customers respond more strongly to advertising that promises fun, happiness and prosperity? Or will an ad stressing the avoidance of illness or hardship be a better sell?
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