Statements, the study found, work best in intense environments, when potential buyers are being hit with loud music and a barrage of images. Some examples: campaigns for Nike, Dos Equis, and McDonald’s. In calmer situations, with more soothing music, consumers are willing to ponder a question and are more likely to think carefully about a company that is asking them for an opinion. Examples: Capital One and Wendy’s.

Statements, the study found, work best in intense environments, when potential buyers are being hit with loud music and a barrage of images. Some examples: campaigns for Nike, Dos Equis, and McDonald’s. In calmer situations, with more soothing music, consumers are willing to ponder a question and are more likely to think carefully about a company that is asking them for an opinion. Examples: Capital One and Wendy’s.

In ads, punctuation can make a point

When it comes to advertising and urging people to buy a product, is it more effective for a company to make a statement or raise a question? By Deirdre Fernandes

Ellen Ezorsky (left) put things in order as
Liana Rao prepared tea in “the café,” which is the centerpiece of the open-floorplan office at Bridgespan,a consultancy.

Pat Greenhouse/Globe Staff

Workspace: Bridgespan kitchen

The Boston headquarters of Bridgespan, a consulting firm for nonprofits, has an unusual focal point: a kitchen.

Blue Cross vastly expands quality-based payment systems

The state’s largest health insurer will broaden its system that pays doctors based on how well they care for patients.

Marines enlist Cambridge social media firm to help recruit Millennials

Personal tweets could become an integral part of the Marines’ recruiting strategy under a new partnership with SocialSphere Inc. of Cambridge.

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2015/03/04/BostonGlobe.com/Metro/Images/040315UMBunionrally2A.jpg UMass workers demand promised raises

More than 6,000 University of Massachusetts employees are demanding President Robert Caret pay them raises the university agreed to but now says it can’t afford.

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2015/01/25/BostonGlobe.com/ReceivedContent/Images/eisen_protest1_metro.jpg West Roxbury pipeline approved by federal regulators

The five-mile project through West Roxbury has been staunchly opposed by neighborhood activists.

Latest Business headlines

Ryanair to triple its presence in Germany

Ryanair Holdings plc wants to triple the number of jets it operates in Germany to as many as 80 within five years as the airline steps up a campaign to gain market share in Europe’s largest economy.

Under pressure, Dunkin’ to change powdered sugar formula

At the urging of a nonprofit advocacy group, Dunkin’ Donuts has agreed to remove potentially harmful titanium dioxide from the powered sugar used in its doughnuts.

MGM sets March 24 groundbreaking on $800m Springfield casino

MGM executives have outlined their construction schedule for an $800 million resort casino in downtown Springfield.

‘As Seen on TV’ company to pay $8m settlement

The company behind Snuggie, Perfect Bacon Bowl, and other “As Seen on TV” products has agreed to pay $8 million to settle charges that it deceived customers.

Boston seeks to build 250 homes on city-owned vacant lots

The lots, some of which still have rubble from the original homes that stood on them, will be put out to bid over the next three years.

More Business headlines

BetaBoston

Your source for the latest innovation and tech news.

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Want to keep up with the news that matters from Boston’s innovators? Get coverage of apps, biotech, computing, data, and everything else.

Game Changers

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We need your help identifying the 2015 class of Game Changers.

Living Longer, Living Better

Special section

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2014/11/14/BostonGlobe.com/Business/Images/CC_Assaggio_Toscana_PRINT1[1].jpg Slowing down? Not a chance

If age is just a number, the number 55 means you love traveling, might be downsizing, are transitioning in jobs, and you aren’t sleeping great. Don’t fret.

Top Places to Work

Special section

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2014/11/13/BostonGlobe.com/Business/Images/topplaces1.jpg Top Places to Work 2014

Love your workplace? These companies keep their employees happy and motivated.

Shirley Leung

Leung writes a business column every Wednesday and Friday. Previously she served six years as the business editor overseeing daily and Sunday coverage.

Longwood – A City Within a City

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2014/11/07/BostonGlobe.com/Special/Images/rathe_birth_longwood03[1]--90x90.jpg A first breath, and a last breath. In Longwood, that’s life

As a Randolph woman prepares to go home for the final time, a young couple experiences the other end of the life cycle.

Data desk

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2014/12/23/BostonGlobe.com/Business/Images/brands[1].jpg A sampling of what gets produced in New England every day

Yes, we write software and design websites. But the New England economy chugged along for almost 400 years on the strength of other products.

Market Basket in turmoil

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2014/07/23/BostonGlobe.com/Business/Images/demoulas150-7765.jpg

A family feud is now an outright business crisis for the Demoulas Super Markets chain.

Globe Investigations

Special section

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2013/10/01/BostonGlobe.com/Special/Images/magnifying_glass1500618-081--90x90.jpg Recent investigative reports

Read recent stories and ongoing investigations from the Globe’s journalists.