Deceptive Advertising with Rational Buyers. Salvatore Piccolo, Piero Tedeschi and Giovanni Ursino. Management Science. Vol. 64, No. 3 (March 2018), pp. 1291-1310 (20 pages) Published By: INFORMS.

Wunderman created four mock ads to appeal to each motivation, then tested that work with the same doctors. The results? More than half (56%) were motivated to take action by the rational facts ad.