As operators of these businesses, we need to take the lead on continuing to make social currency as accurate and legitimately powerful a tool as possible and encourage our users not to misuse it (e.g. a negative testimonial posted by a bitter ex-lover), so that our digital and social identities actually reflect reality.
Measure up (a negative testimonial, health consequences ad) performed comparably on personalised perceived effectiveness.
Participants were randomly assigned to view and rate four of eight ads that varied in terms of message content (health consequences, supportive/encouraging or social norms/acceptability) and execution style (graphic, simulation/animation, positive or negative testimonial, or depicted scene).
Both of these ads communicated health consequences messages – the first via a graphic execution, and the second via a negative personal testimonial.
Research in Britain, the US and Australia all showed that young people in particular responded most to advertisements with graphic, visceral, negative or strong testimonial elements.
There is some evidence that highly emotional and/or testimonial-style negative health effects messages are the most effective at driving quitting behaviour 10, 11.
Many commenters also chimed in with suggestions that he investigate Pinterest and Tumblr, use better quality photography to highlight his kitchens, reach back to happy customers for testimonials, address some negative reviews on Google+, and do more face-to-face networking.
If there are no negative or unsatisfactory reviews or testimonials, the product may be a scam.
All the testimonial advertisements contained negative health effects messages and evoked negative emotions.
Furthermore, evidence on the relative effectiveness of different elements of successful campaigns, such as negative health effects messages and testimonial-style advertisements, is required.
