Which of these ads do you 𝐩𝐫𝐞𝐟𝐞𝐫? | Nudge Newsletter


Barnum Effect

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Why does the ad on the 𝐫𝐢𝐠𝐡𝐭 capture attention?

Well, it might be down to the question.

Rohini Ahluwalia and Robert Burnkrant's study¹ in 2004 tested two types of ads.

Statement-based ads: "You haven't had a pear in a while."

And...

Question ads: "When was the last time you had a pear?"

The researchers found that ads using questions are rated 14% 𝐦𝐨𝐫𝐞 𝐟𝐚𝐯𝐨𝐮𝐫𝐚𝐛𝐥𝐲 than statement-based ads.

So, why not turn your statement into a question?


I tested this myself in two Reddit ads.

I spent $100 on each ad, targeted both at the same audience, used the same image and CTA, but changed one thing.

One ad was a statement: "Ditch boring business podcasts. Try Nudge."

The other contained a question: "Bored of boring business podcasts? Try Nudge."

Asking that open question boosted the clicks by 15%.

Not bad, right?

Hope you enjoyed today's newsletter — Phill

¹¹Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions (2004)

As a behavioural science practitioner, I believe in the peak-end rule.

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