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The Conversation
The Conversation
Niusha Jones, Assistant Professor of Marketing, Boise State University

Take laughter, add tears − the secret recipe for the most-liked Super Bowl ads

Super Bowl Lindsey Vonn
Emotions often run high during the Super Bowl -- and that includes during the commercial breaks. Nathan Howard/Associated Press

Viewers gravitate toward Super Bowl commercials that incorporate both happiness and sadness, our 2023 study shows.

On the other hand, advertisements that blend happiness and fear turn people off.

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