Since the research about all decisions being emotional is pretty conclusive, (Vergano, 2006) I was surprised when I stumbled upon some research yesterday that said only 12% of those surveyed indicated that advertising was influencing their holiday purchases. I immediately thought - bad research, as did the people who commented on the article. (Glenday, 2015)
But then I saw this new ad for Gatorade. Take a look.
It made me cry. But it didn't make me want to buy Gatorade. So that made me wonder if we need to be looking a bit closer at which emotions make us want to buy things.
What do you think? Does this ad make you want to buy Gatorade? Do ads that make you cry make you want to buy things? Which ones? Are other emotions more motivating? Why?
Vergano, D. (2006, August 6) Study: Emotion rules the brain's decisions. usatoday.com. Retrieved December 18, 2015, from
Glenday, J. (2015, December 16) Survey finds Christmas adverts influence just 12% of consumers. thedrum.com. Retrieved December 18, 2015, from