SYDNEY, Australia, March 2 (TNSJou) -- The University of Sydney issued the following news:

Experts say advertising campaigns need to model positive internal motivation rather than external reasons like reward or punishment if they are to be effective.

The peer-reviewed paper, Not Whodunit but Whydunit: Story Characters' Motivations Influence Audience Interest in Services, busts the myth that marketing campaigns should only promote positive customer experiences.

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