B
Evidence Grade B
Graded
under review
Safe to Cite
Current
50%
50% -- sales increase for ads using questions (calm shoppers) (2026)
Using a question in ads can increase sales by up to 50% when shoppers feel calm.
- Only applies when shoppers feel calm; decreases sales by up to 87% when shoppers are nervous or excited
- Up to 50%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ariyh (Science Says)
Primary
Tier B
https://app.sciencesays.com/archive?ref=benjaminach.fr&page=12 ↗
Source Article
Science Says
Original Research
Ariyh (Science Says)
· Original study ↗
Methodology
Research digest of academic study; effect conditional on shopper mood
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
ads using questions (calm shoppers): 50% sales increase. Source: Ariyh (Science Says) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/questions-in-ads-calm-shoppers-50
HTML Embed
<blockquote cite="https://lighthousedata.io/data/questions-in-ads-calm-shoppers-50" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- sales increase for ads using questions (calm shoppers)<br><small>Source: Ariyh (Science Says) (2026) · <a href="https://lighthousedata.io/data/questions-in-ads-calm-shoppers-50" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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