Uma apologia da batota (parte V)

Aproveitando uma viagem de comboio de longo curso, terminei ontem a leitura de um livro que recomendo a todos os interessados em desenhar experiências para clientes, ou seja, para todos os que acreditam na batota.
.
“How Customers Think – Essential Insights into the Mind of the Market” de Geral Zaltman. Um livro que recomendo... Uaauuuu!
.
Uma última(?) citação:
.
“One dominant theory suggests that a mood activates a network of associations in our memory that surrounds that mood or emotion.”
...
“consumers in a good mood will be more aware of positive qualities in products or experiences that they encounter.”
…
“The impact of mood dependence and mood congruence is especially noticeable in retail contexts. In one study, consumers viewed a restaurant review that contained an equal number of positive and negative statements. Those who read the review in a happy state of mind evaluated the restaurant more positively than those who read it while in a sour mood. This outcome suggests that the TV programming flanking a TV ad influences brand recall significantly. Positive programming will support memory encoding and retrieval more than negative programming. Thus marketers should think carefully about the surrounding context of the time slots that they buy.”
.
Será que os marketers sabem disto? Será que são consequentes?
.
Eu, se fosse marketer, teria muito cuidado com a publicidade colocada, por exemplo, junto a noticiários televisivos carregados de desgraças, de sangue, de imagens de governantes e políticos, carregados de adjectivos e subjectividade.