Viewers gravitate toward Super Bowl commercials that incorporate both happiness and sadness, our 2023 study shows.
On the other hand, advertisements that blend happiness and fear turn people off.
As researchers with extensive experience in consumer behavior, we’ve had the opportunity to delve into the compelling emotional narratives television advertisers try to portray in less than 30 seconds.
Heartwarming ads that also have moments of fear or sadness are quite common, we’ve learned, especially during the Super Bowl.
Read the full article from The Conversation