Positive, Energetic Multisensory Stimuli: When Ads Can Hurt Your Brand

The effects of multi-sensory cues are often assumed to be static. This research demonstrates that cues that typically lead consumers to feel positive and upbeat, can create cognitive conflict among sad consumers that renders the stimuli difficult to process and leads to more negative brand attitudes.


Nancy Puccinelli, Keith Wilcox, and Dhruv Grewal (2015) ,"Positive, Energetic Multisensory Stimuli: When Ads Can Hurt Your Brand", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 9-12.


Nancy Puccinelli, University of Oxford, UK
Keith Wilcox, Columbia University, USA
Dhruv Grewal, Babson College


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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