CHICAGO, Jan. 7 (Xinhua) -- A study from the University of Illinois (UI) showed that emotionally arousing advertisements may not always help improve consumers' immediate memory.
In three experiments using print and video ads from different English-speaking countries, the researchers tested the moderating roles of retention time and the fit between the emotional arousal communicated in the ad and the ad claim. All experiments used combinations of low- and high-emotionally arousing ads.
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