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Abstract Experiments in psychology suggest that an incubation phase during idea generation can be beneficial. The incubation phase involves taking a break from thinking about the creative problem, usually by performing a distraction task. However, no studies test the influence of incubation...
Abstract As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly...
Abstract Storytelling is a common tactic used by marketers to connect with consumers and persuade through narrative transportation. While researchers have explored how narrative transportation can be generated through many different mediums, little research has investigated how narrative...
Abstract Emojis are being increasingly used in different types of communications, including in advertising campaigns. One emoji, the smiley face, has been an important part of consumers’ informal communications. Interestingly, smiley faces now also appear in marketing communications,...
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