| Posted |
Title |
Researcher |
Other |
200910The Art of PersuasionLeeAngela October 2009 |
The Art of Persuasion200910LeeAngela 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? |
LeeAngela200910The Art of Persuasion Angela Y. Lee
Punam Anand Keller Brian Sternthal |
|
200712Healthy ChoicesLeeAngela December 2007 |
Healthy Choices200712LeeAngela 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? |
LeeAngela200712Healthy Choices Angela Y. Lee
Jennifer L. Aaker |
|
200704Mixed MessagesLeeAngela April 2007 |
Mixed Messages200704LeeAngela Mixed Messages
Each morning we wake to our favorite music blaring from the alarm clock and grab a cup of coffee. At lunch we search the crowd for friendly faces to chat with while we enjoy a type of sandwich we've eaten many times before, perhaps since childhood. And after a long day, we turn in on worn sheets that feel deliciously comfortable after dozens of washings. |
LeeAngela200704Mixed Messages Angela Y. Lee
Aparna Labroo |
|
200704Seeking Pleasure? Or Avoiding Pain?AakerJennifer April 2007 |
Seeking Pleasure? Or Avoiding Pain?200704AakerJennifer 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? |
AakerJennifer200704Seeking Pleasure? Or Avoiding Pain? Jennifer L. Aaker
Angela Y. Lee |
|
