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Advertisers should be wary of viewers' moods
US — Using the wrong approach with the emotion and energy levels of ads can affect engagement and recall, according to a new study.
Columbia Business School conducted a series of studies looking into how the activation — or energy levels — of media-induced emotion influences consumers’ responses to ads.
It was found that viewers in a state of deactivation (for example if the plotline of a programme has made them feel sad) are less responsive to high energy ads. This is significant as the majority of ads are highly energetic, the report said.http://www.research-live.com/4013150.article?utm_source=google&utm_medium=email&utm_campaign=research-live.com