In Ads, It Pays to Aim for the Heart

Commercials with a high level of emotional content carry more resonance with the public, a B-school researcher finds. Plus, reasons for retailers to avoid the Web, and the repercussions of a grouchy boss

Apparently, the old saying, "It ain't what you say, it's how you say it," is true—at least according to research on the effectiveness of advertising, published this month by a B-school professor. "People don't want it to be true, but it is," says Robert Heath, a lecturer at the University of Bath School of Management, who published his finding in the December issue of the Journal of Advertising Research.

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