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.

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

Latest Business headlines

BetaBoston

Vegan food maker Lighter launches more affordable way to eat healthy

Lighter delivers healthy, vegan food to customers, along with personalized weekly menus and recipes for each meal.

BetaBoston

The Possible Project opens a new makerspace for teens

The Possible Project, an entrepreneurship program for students, opened a brand new workshop in Cambridge Thursday.

Bold Types

Done with snow? Say it with a T-shirt

Jack Doherty has sold about 1,000 “Snow Blows 2015” T-shirts and hoodies.

Talking points

Ten things you may have missed Wednesday from the world of business

Britain selling its Eurostar stake for $1.1 billion, House bill could boost Amtrak’s Boston-D.C. service, and more news from Wednesday.

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.

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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

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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.

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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

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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

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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

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