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

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