Interactivity tools can boost persuasiveness of websites

Messages conveyed on websites may be more persuasive if theses websites are interactive, according to researchers. In a study, participants who visited an interactive antismoking website were more likely than controls to say that smoking was an unattractive behavior, and more likely to agree with the site’s stance against smoking. “When interface features are perceived […]

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Measuring the marketing effectiveness of asking versus telling

Boston College researcher finds arousal affects receptiveness to advertising’s questions and answers From “Got Milk?” to “What’s in your wallet?” to “Are you a Mac or a PC?” promotional phrases consisting of a simple question have proven to be quite effective, but are they more effective than a simple statement? That depends. Henrik Hagtvedt, Ph.D., […]

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