Brandweek asks: “Will Consumers Get Charge From Electric Cars?”

Two new electric cars are set to go on sale in November. The Chevrolet Volt and Nissan Leaf are creating much buzz but will consumers react positively to the new vehicles? In a recent Brandweek article, COM professor Tobe Berkovitz says getting the message out can be achieved through marketing.

“Ads can communicate product benefits and show concrete reasons for purchasing an electric car. Ads can also use emotional content to reinforce consumers’ desire to ‘do the right thing’.”

Contact Tobe Berkovitz, 617-353-7724, tobetv@bu.edu

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