Ads for coffee, a soft drink and hand soap were tested.
This article cites a study featured in the Journal of Advertising Research (JAR) which concluded that companies communicating passion for their work in ads are likely to positively impact customers. If a brand communicates such passion, consumers expect that those companies will work harder and invest more efforts in their products to deliver better quality.
Such self-professed enthusiasm could act as a form of “soft information”, impacting consumers in the same way as an ad’s creativity or perceived expense would. Consumers are receptive to a brand’s passion at two levels.
Cognitive process focuses on the brand’s work to “raise expectations of its effort” and product quality. The second is emotionally, through focus on the brand’s feeling to increase the “affective appeal and effects of the adverting.”
[2 minute read]