Most people will tell you they don’t like negative ads. The problem is, they work. They work very, very well.
The reason is that the brain pays more attention to the negative than to the positive.
This is the start of a two-part series about negative advertising, covering:
- what research shows about negativity’s impact on people, and
- how to apply those lessons to your messaging.
Today, I’ll cover three important findings about human responses to the negative. These are an important backdrop to how and when to use negative advertising.
1. Negative words rule.
Professor Nilli Lavie, of the University College London (UCL) Institute of Cognitive Neuroscience, and colleagues showed participants a series of words divided into three categories: positive, negative, or neutral. The words flashed too fast to be read.
The participants were asked to choose whether a word was “neutral” or “emotional,” either negative or positive. Participants’ guesses in response to the subliminal messages were most accurate with negative words.
Robert Schrauf, an associate professor of applied
linguistics and anthropologist at Penn State, has spent a lot of
time looking at world languages, and he’s found that negative words make
up half of them. Another 30 percent are positive, and the rest are
neutral.
SOURCE : Bidwellid
PAR: Andrei Popa
ACCÈS DIRECT A LA PLATEFORME: PSST.FR
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AGENCE DE PLANNING STRATEGIQUE 2.0
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