Hello my nerdy friends,
For the final insight of this 2025 year, we’re going to look at how you can get people to love your product up to 30% more just by tweaking the ad copy.
The research:
Researchers ran three experiments with everyday foods like chewing gum, potato chips, and popcorn.
People saw one of two ads before tasting the product.
One ad talked only about taste.
The other ad mentioned multiple senses, like smell, texture, sound, and look.
After seeing the ad, people ate the product and rated how good it tasted (Elder & Krishna, 2010).
🧪What they found:
Even though everyone tasted the same products, those who saw the multisensory ads said the products tasted better.
They rated them as more flavorful, rich, and enjoyable than people who saw the taste-only ads.
Why?
If an ad mentions smell and texture, it primes our brains to think about smell and texture while eating.
Each noticed sensory feeling can turn into a positive thought.
More positive thoughts lead to higher taste ratings.
When an ad names only one sense, there are fewer things to think about.
So fewer positive thoughts form, and the effect is smaller.
Caveat
This effect went away when people were distracted or stressed.
This is likely because holding more than one sensory experience in our heads becomes hard if our brains are already busy, so less positive thoughts form.
Takeaway
In ads, try to appeal to multiple senses to get people to like your product more(and this is probably likely to lead to more repeat purchases, better reviews, and more brand loyalty).
See you in the new year,
Ksenia, the chief nerd
P.S. I found the laziest tool for creating high-performing ads in under 2 mins
1)choose from 4107+ proven FB & IG ad templates (based on real high-converting ads)
2) click on the template to open and edit it in Canva or Figma
That’s literally it.
