PT  - JOURNAL ARTICLE
AU  - Orlando Wood
TI  - How Emotional Tugs Trump Rational Pushes
AID  - 10.2501/JAR-52-1-031-039
DP  - 2012 Mar 01
TA  - Journal of Advertising Research
PG  - 31--39
VI  - 52
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/52/1/31.short
4100  - http://www.journalofadvertisingresearch.com/content/52/1/31.full
SO  - J Advert Res2012 Mar 01; 52
AB  - This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt. Drawing on empirical data, it shows how an emotional model of advertising and emotional measurement can lead to greater effectiveness and efficiency and to better planning and decision making.