Does humor or fear work better in ads? George W. Brooker explores how these two emotional appeals can shift consumer behavior—and the results may surprise you!

Gender and emotional advertising—how males and females respond differently, and why private vs public contexts matter.

How do you counter conspiracy theories? Banas & Miller explore inoculation strategies—and even inoculating against inoculation itself.

Ultimately, the key is to understand your audience and tailor your message to resonate with them on both a logical and emotional level. By doing so, you’ll be more likely to achieve your desired outcome.

Author(s): Gerd Bohner, Nina Dickel Source: Annual Review Psychology Date: 2011 If you’ve ever found yourself inexplicably drawn to a particular brand or product, you may have experienced the effects…

Attitude accessibility is the ease with which an attitude can be retrieved from memory. The more accessible an attitude is, the more likely it is to influence behavior.