UAlberta study blows holes in one of the advertising world's most beloved ploys.

23
September
2017

Nobody likes to be told what to do. And now a UAlberta study proves that is true for even the strongest brand relationships.

“Seventy-two per cent of ads in America’s top 10 print magazines contain ads with language that tells consumers what to do,” said Sarah Moore, a marketing professor in the Alberta School of Business. “Our research is the first to look at how reactance motivation, your knee-jerk response to being bossed, is affected depending on your relationship status with brands.”

Moore found that while the reactions of less loyal customers were relatively neutral, surprisingly, ​the reactions of very loyal customers to pushy messages such as Save Money. Live Better, Think Different!, Buy Now! and Visit Us! were overwhelmingly negative.

“This is true even for seemingly innocuous assertive statements, like Please Buy ...

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22
September
2017

UAlberta and AHS pledge cooperation in renewed partnership

15-year master agreement marks the way forward for health innovation and improved patient care in central and northern Alberta.

A long-term partnership to deliver better health care in central and northern Alberta was renewed
21
September
2017

Long-term weather forecasting a guessing game

UAlberta weather modeling expert sets the record straight.

Famous for its weather forecasts, the Old Farmer’s Almanac has published its predictions for
21
September
2017

University’s legacy gift to community, in honour of Canada 150, to be unveiled this Sunday

University architect provides an insider’s look at how Evergreen Pond and the Circle came to be.

In participating in the 24-member Sesquicentennial Committee over the past year, six of us were