This report is brilliant. According to a London College study, consumers react more astutely to negative messages. This may support the fact that many popular viral videos feature scenarios where people do foolish and harmful things, or scenarios where people are aggressive, etc.
The question is, could this learning apply to communications? Would it serve beer companies better to show negative ads? So instead of the glorious party on a rooftop scenario, you show stories where guys get wasted, lose their money, pick-up really nasty girls, then pass out in the cab on the way home and get robbed by the driver before he throws him to the curb?
http://www.bizreport.com/2009/10/study_consumers_react_more_to_negative_statements.html
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