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Puppies In Advertising Most Likely To Have Emotional Impact On U.S. Consumers

November 12, 2010: 01:11 AM EST

A recent online survey of U.S. adults conducted by Harris Interactive revealed that an image of a puppy, when used in advertising, is most likely to have an emotional impact on 41% of respondents. The research, which also included as choices images of a baby (34%), an old lady (3%), and an old man (2%), found out that gender plays a role in respondents’ reactions to images used in advertising: 45% of women said they are affected by images of a puppy, compared with 37% of men; 39% of women are affected by images of a baby, but only 29% of men. Age also plays a role: between 40% and 42% of each age group said they are likely to be affected by images of a puppy; 39% of 35-44 years old respondents and 38% of the 45-54 years group said they are likely to be affected by images of a baby; however, only 30% of 18-34 years old said so. The study, however, does not say whether an emotional appeal can in fact drive consumers to buy.

Samantha Braverman, Project Researcher, "Do Emotional Images in Advertising Pull at Heart Strings?", Harris Interactive , November 12, 2010, © Harris Interactive Inc
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