The JM Buzz Creating Effective Marketing Messages Through Moderately Surprising Syntax
Syntactic surprise is a unique aspect of syntax that accounts for the effectiveness of marketing messages. Messages are most effective at a medium syntactic surprise level, but less effective at low and high levels.
Read an in-depth recap of this research here: https://www.ama.org/2023/03/28/the-element-of-surprise-how-unexpected-syntax-makes-marketing-communications-more-effective/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880
Reference: A. Selin Atalay, Siham El Kihal, and Florian Ellsaesser, “Creating Effective Marketing Messages Through Moderately Surprising Syntax,” Journal of Marketing.
Narrator: Josephine Stein
Acknowledgments: Aman Soni
Topics: content marketing, online content, language, marketing messages, natural language processing, syntax, syntactic surprise, marketing communications
The JM Buzz is a production of the Journal of Marketing and is produced by University FM.