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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

New labor secretary fires holdovers from Patrick administration

They include Michelle Amante, who oversaw the state’s troubled rollout of a $46 million system to manage unemployment benefits.

Largest US banks all pass latest round of Fed ‘stress tests’

The nation’s 31 largest banks could all withstand a severe US and global recession and keep lending, the Federal Reserve said.

Mandarin Oriental hotel chain confirms credit card hack

High-end hotel chain Mandarin Oriental is the latest company to reveal that its credit card systems were hacked.

Baker considers merger of tech, biotech, energy agencies

Governor Baker’s budget does not include money for the Mass. Life Sciences Center, an agency launched to promote the biotech and pharmaceutical industry.

BetaBoston

Baker’s budget proposes $100,000 for foreign entrepreneurs’ program

The announcement comes a month after cutting a $1 million program that would help foreign entrepreneurs to grow businesses in the state.

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

//c.o0bg.com/rf/image_90x90/Boston/2011-2020/2015/02/26/BostonGlobe.com/Magazine/Images/suarez_WorldChangerMAG_BIZ_005--90x90.jpg Nominate a 2015 Game Changer

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.