What makes a political ad effective? Are positive campaign ads better than negative ones? Should ads be more or less pushy? According to new research, the answer to all of these questions is a ...

Traditional advertisements—think mid-century magazine pages and infomercials—make a fairly straightforward appeal. Here is our product. These are its qualities. You can use it for this and this and ...

The quest for persuasive advertising Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical ...

As a product manager first at Google, then Reddit and Pinterest, Tyler Odean knows a thing or two about the power of persuasion. The secret, he says, isn’t so much having a world-changing idea. It’s ...

To fully understand what persuasion is, it helps to begin with what it is not. Derek Rucker is a professor of marketing at Northwestern's Kellogg School of Management whose research focuses on ...