What distinguishes a blockbuster — book, movie or brand — from its less successful peers? Besides sales, researchers are finding that a critical component is emotionality.
Researchers analyzed consumer reviews and sales of 1.6 million books, 2,400 movies, and 1,000 restaurants, as well as two years of Super Bowl ads. They found that high-star ratings actually predict less market success. (Le sigh.) But the reviews infused with emotionality correlate with high sales.
That research parallels findings from another study last year that discovered that consumers are most loyal to brands that trigger strong feelings (even if it’s an urge to puke after a tough Peloton workout).
The lesson: If you want a blockbuster, you better trigger some emotions.