• Brandweek, Thursday, January 12, 2006 12:31 PM

Advertising campaigns that play on consumers' emotions fail to translate into sales, according to new research. A study by the Center for Emotional Marketing reveals that while such advertising often breaks through the clutter of other commercial messages, it is unlikely to change behavior or increase market share. The study covered advertising for a wide range of consumer product categories, from food, health and beauty to automotive and technology. The bottom line was that while purely emotional advertising apparently connects with consumers, it fails to make use of the connection with the credible information needed to change peoples' minds. "It's like going to a restaurant with a fabulous ambience and enticing aroma, but the food never comes," writes Leslie Picot-Zane, founder of The Center for Emotional Marketing, a brand consultancy "They've put you in the mood, but they never give you anything to sink your teeth into."

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