Rhyme as reason in commercial and social advertising

• DOI: 10.1111/sjop.12069
• Publication Date: 2013-07-10T12:38:45Z
• Authors: Petra Filkuková; Sven Hroar Klempe
• Keywords: Trustworthiness

This study investigated the rhyme-as-reason effect on new artificially created advertising slogans. Rhymes and non-rhymes were in Experiment 1 2 compared a between-subjects design 3 within-subjects design. The quality of form content slogans was always evaluated by separate groups. In 1, we found strong preference for rhyming as opposed to their non-rhyming counterparts. rated more likeable, original, easier remember, suitable campaigns, persuasive trustworthy. 2, social messages favorably both versions. However, when participants directly rhymes same scale (Experiment 3), difference between commercial disappeared all clearly preferred terms content. A detailed analysis revealed that scoring high formal aspects also favored questionnaire investigating aspects.