A study of consumers' response to advertising has thrown up an intriguing result. The study involved showing people 8 tv ads, half of which were categorized as "emotional" (designed to elicit an emotional response) and half "informational" (designed to provide information). Oddly, while (thankfully) informational ads worked better with some consumers, those who were more skeptical and disliked advertising were more affected by the emotional ads! The researchers suggested that their inattention and contempt for advertising meant that they disregarded any information, but although they recognized emotional ads as being manipulative, they still succumbed to the manipulation. Kind of depressing really, but maybe the moral of the story is that too much skepticism can be a bad thing!