Scienza e pubblicità

Some studies suggest we care more about rational ads for things we need, like medicine, and are more receptive to emotional ads for things we simply want, like clothes. But another study by Aimee Drolet & Patti Williams & Loraine Lau-Gesk showed that, whereas younger consumers prefer emotional ads for "hedonic" products (beer and cologne) and fact-based ads for "utilitarian" products (pain relievers and investment plans), older consumers prefer affective ads for just about everything…

http://www.theatlantic.com/business/archive/2011/10/thinking-vs-feeling-the-psychology-of-advertising/247466/