Top agency executives weigh in on the smartest, most impactful and effective commercials to reach Super Bowl LIX viewers as ...

There is a school of thought that typically treats affect as more influential on important decisions and considers it at higher level than reason (Trope and Liberman, 2003). In this school of thought, ...

All else being equal, consumers responded to emotional appeals more favorably than to rational appeals. Television advertising influenced advertisement liking more than magazines, newspapers, and ...