Subconscious
Over time, brands have become associated with different levels of credibility, quality and satisfaction – making it easy for consumers to distinguish which products are loved or hated. For instance, think about the Coca-Cola and Pepsi rivalry – what do you prefer? Most people prefer the brand of Coke over Pepsi, but if you were […]
Subconscious
However, Professor Bricker of the University of Washington has revealed there is more behind seating preference – people who prefer to sit on the aisle tend to be introverts and value freedom, whereas those who choose a window seat are potentially more selfish and value their privacy. In a world where the majority of passengers […]
Subconscious
If you present any kind of charitable cause to potential donors the vast majority will state that they feel sympathy and that they may consider donating. That is the right, socially acceptable answer. Yet not all appeals are successful and with limited funds available charity donors have to make a choice. Research has found that […]
Subconscious
Charity advertising must create emotional reactions in order to generate donations, this is an area of research where the vast majority of sources agree. However, it is less clear which emotion is the most effective stimulating supporters to give. For many years, it was thought that existential guilt is the only route to a donor’s […]
Subconscious
We have all become accustomed to emotive charity advertisements. However, recent research by Emotional Logic indicates factual adverts may stimulate the same if not higher emotional reactions in potential supporters than emotive messages. The explorative study, conducted as part of a company dissertation for Newcastle University, tested three TV advertisements of different cancer charities. One […]
Subconscious
Anchoring describes a process where a sound, image, touch, smell or taste becomes so strongly associated with a feeling or reaction they become automatic. You may have heard of Pavlov’s dogs. Every time Pavlov fed the dogs, he rang a bell. Over time the dogs associated the bell with eating food and soon they would […]
