Study: Marketing Hype Words Don't Work

David Cohn writes in Seed Magazine:
"A study examining the neural response to brand personality published on the American Association of Advertising Agencies website suggests that consumers aren't buying the hype. Researchers from the University of Michigan and Harvard University discovered that despite being told over and over again, the American public won't really be "lovin'" their meal at McDonald's, doesn't actually believe Disneyland is "happy" and isn't under the impression that United Airlines' skies are all that "friendly.""
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