Frankly, it would be an easy target to make fun of this, as I had originally intended. Yeah it seems ridiculous, however, if a large corporation wants to spend a whack of cash to figure out customers respond favourably to well executed typography, hell, I am on board!
As per my title “good typography” here’s a quick screen grab from the study:
Without further adieu,
“The Aesthetics of Reading “ : http://affect.media.mit.edu/pdfs/05.larson-picard.pdf