The impact of informational and emotional television ad content on online search and sales Universiteit Gent
This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search, but increasing the informational content does not. Both informational and emotional content positively influence sales. However, increases in informational content lead to more incremental sales ...