Ad recalls are significantly higher for those experiencing multiple emotional peaks in an ad

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 08, 2020, 12:59 PM UTC

Unruly and Affectiva studied people’s responses towards emotional highs in various ads.

The study divided nine different ads among three groups of people to study ad effectiveness with varying degrees of emotional highs. Ad recalls were 43% and 31% higher among those experiencing emotional peaks at multiple times and end times, respectively.

32% of those in the multiple peak group experienced brand recall that was three times higher. This was two times higher for 21% of those in the end peak group.

Also, ads with strong emotional peaks had more accurate recalls of ad details from participants, compared to control groups. This article states brands must consider applying the peak-end rules to other experiences during the pandemic, like free deliveries.

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