The complicated consumer: Positive ads aren't always the most effective

Ads that feature positive emotions, like happiness, are not always the best way to reach consumers, according to a new study in the Journal of Consumer Research.

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<p><a href="http://www.physorg.com/news164303137.html">The complicated consumer: Positive ads aren't always the most effective</a></p> <p>Ads that feature positive emotions, like happiness, are not always the best way to reach consumers, according to a new study in the <i>Journal of Consumer Research</i>.</p>