Academia.eduAcademia.edu

Outline

Title
Abstract
Key Takeaways
Introduction
Method
Design and Procedure
Participants
Crisp Set Qualitative Comparative Analysis
Findings
Discussion and Implications for Practice
Limitations and Directions for Future Research
References
All Topics
Psychology

Advertising Effects? An Elemental Experiment

Profile image of Linda BrennanLinda Brennan

2018, Australasian Marketing Journal

https://doi.org/10.1016/J.AUSMJ.2018.09.002
visibility

…

description

12 pages

link

1 file

Abstract

This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses of an audience. Six web-based experiments were carried out to determine the causal relationships between elements of print advertisements and viewers’ emotional responses. Data were collected from 105 respondents and Crisp Set Qualitative Comparative Analysis (csQCA) was undertaken. Results indicate that viewers were emotionally affected by the textual and visual elements of the advertisements. Moreover, the emotional responses were multivalent, indicating that people experience emotional ambiguity while viewing ads.

Key takeaways
sparkles

AI

  1. The study identifies causal relationships between print advertisement elements and viewers' emotional responses.
  2. Six web-based experiments involved 105 respondents and utilized Crisp Set Qualitative Comparative Analysis (csQCA).
  3. Textual, visual, and typographic elements evoke multivalent emotional experiences, leading to emotional ambiguity.
  4. Findings indicate that colors impact emotional responses; brighter colors elicit more positive emotions.
  5. Advertisers must consider the interplay of elements to enhance consumer engagement and emotional clarity.

Related papers

The role of emotion in advertising
Morris Holbrook

Psychology & Marketing, 1984

This paper addresses the reemergence of attention to the role of emotion in advertising. Conceptual clarity requires that emotions be distinguished from other motivational and affective constructs. Having thus narrowed our focus, we present a model of the emotional process and a typology of emotional content. We then address some related managerial issues in advertising strategy and methodological problems in measuring emotions. Finally, the preceding considerations suggest directions for future research on the role of emotion in advertising.

View PDFchevron_right
Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads
Uros Nedeljkovic

Acta Graphica, 2013

Understanding the nature of advertising principles or any other means of marketingcommunication that affects consume behavior has long been the subject ofmarketing research. The research of emotional response in relation to ad efficiencyin this paper is an extension of the research previously conducted (Nedeljkovic etal., 2011). The aim of this research is to show how the ad content i.e. visual messagein printed advertisements affects emotional response. Two hypotheses werepostulated. First, we expected more positive response for ads with predominatingiconic content. The second hypothesis sought to determine if greater responselatency can be expected for ads with dominant tropological content. The methodof research was SAM visual method of self-assessment. Emotional response andresponse latency of the participants were measured for advertisements for foodand beverage products and services in order to determine how visual ad contentinfluences emotional response of the participants, a...

View PDFchevron_right
Affective involvement in advertising effectiveness: implications for interpretation of print advertisements
Annie Danbury

Icoria Conference Proceedings, 2011

The purpose of this study is to examine the impact that affective dimensions of involvement have on the decoding process of print advertisements. The results from a factorial experiment using advertisements for two types of product, credit cards and chocolate bars, indicate that outcomes of the decoding process are predominantly influenced by affective dimensions of involvement, such as interest and pleasure, in a low involvement situation. This affective involvement has a strong relationship with likeability of the advertisement. However the relationship between comprehension and likeability is less straightforward and seems to be linked to beliefs about the advertisement.

View PDFchevron_right
Visual and Verbal Rhetoric in Advertising : Impact on Emotions and Attitudes
samar abdelhak

2006

Rhetoric, considered for a long time as reserved only for verbal discourse, is applied to image in advertising. Rhetoric figures act on consumer responses to advertisement. This study proposes to verify, through experimentation, the effect of visual and verbal rhetoric on emotions, attitude toward the advertising and attitude toward the brand. The moderating role of involvement is also tested. The results suggest that using figures can significantly enhance the effectiveness of print advertising. Visual figures have a better effect on emotions. Verbal figures led to a more favorable attitude toward the ad and attitude toward the brand.

View PDFchevron_right
The impact of emotions on recall: An empirical study on social ads
Anna Missaglia

Journal of Consumer Behaviour, 2017

View PDFchevron_right
Application of the Emotional Index in the Study of the Impact of Television Advertising on the Recipient
Piotr Z Niemcewicz

Metody Ilościowe w Badaniach Ekonomicznych, 2023

This paper explores the possibility of using an emotional index to study the impact of television advertising on the viewer. The empirical data have been collected in a neuroscience study using GSR (galvanic skin response) and HR (heart rate) techniques. They enable us to read and analyse the skin surface and myocardium while watching advertisements. Emotion monitoring makes it possible to verify which parts of an advertisement have evoked positive and negative emotions. The analysis uses the AIDA model of advertising influence as a blueprint for audience behaviour in the marketplace.

View PDFchevron_right
Emotional advertising: Revisiting the role of product category
Maggie Geuens

Journal of Business Research, 2011

In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a non-emotional and a productcongruent or product-incongruent emotional appeal promoting four different product types. In a third study, 909 respondents evaluate 323 existing TV commercials. The findings confirm expectations based on the Affect Infusion Model and indicate that for none of the product types negative effects of emotional advertisements appear. However, emotional ads do work better for some than other product types. In addition to clearing out the moderating role of product type, this paper contributes to the literature by showing that previous poorer results of emotional ads for some products may be partly due to less positive attitudes towards the products themselves instead of to the inappropriateness of the appeal.

View PDFchevron_right
Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
Ingrid PONCIN

Frontiers in Psychology, 2020

Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits emotions, the emotions staged in the commercial must not be directly associated with the emotions felt by consumers when exposed to those commercials. This is why "aesthetic" emotions seem more appropriate than "utilitarian" emotions in advertising research, with the former generally felt more significantly than they are acted upon. Aesthetic emotions elicit limited physiological change, and they rely on the intrinsic pleasantness appraisal of commercials. Accordingly, pleasure and displeasure-as observed through expressive and subjective components of aesthetic emotion-often form the first and only step of commercial appraisal, and they are directed toward attitude formation rather than overt behaviors. Our preliminary psychophysiological study shows this by investigating the contributions of psychophysiological and self-reported measures of aesthetic emotions induced by commercials to explain attitudes toward advertisements. The results show that only two components of aesthetic emotion positively influenced attitudes toward the advertisements: expressive (measured by facial electromyography) and subjective (measured by the self-assessment manikin scale). Also, the subjective component of aesthetic emotion partially mediates the effects of the expressive components on attitudes toward the ads. Our exploratory study illustrates the relevance of focusing on aesthetic emotions in advertising research. It also shed new light on the contributions of the physiological, expressive, and subjective feelings components of aesthetic emotions in advertising effectiveness.

View PDFchevron_right
Do You Feel Me? Exploring Reception of Advertising Emotions by Consumers
Jitendra Yadav

IEEE, 2021

Social media platforms are used to measure the content popularity among the user based on their comments on the post content. Marketers often use these social media platforms to communicate with the audience and disseminate their marketing message in a most effective and efficient way. In this research, sports advertisement discussions have been extracted from Reddit and a sentiment analysis has been conducted on the message posted by an author and response received by the users. The study uses Python based algorithms for the analysis of the sentiments and to explore the emotional or sentimental relationship between authors' post and user' comment and to understand the user comments behavior based on post sentiments.

View PDFchevron_right
Patterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness
Hanadi Haddad

2011

ANCA CRISTINA MICU and JoSEPH T. PlUMMER • Emotions play at least the same level of importance as conscious rational thought in consumer reactions to brand messages. • It is likely advertising researchers have exaggerated the role of conscious thought. • Verbal inquiries about people’s spontaneous preferences are neither sufficient nor adequate. • Physiological measures add depth to our understanding of how commercials work by allowing us to tap into the moment-by-moment emotional reactions commercials generate. • storytelling in advertising enhances anchoring of the brand name into memory because consumers co-create the meaning of the brand together with the advertiser at an emotional level.

View PDFchevron_right

References (82)

  1. Amar, J. , Droulers, O. , Legohérel, P. , 2017. Typography in destination advertising: an exploratory study and research perspectives. Tour. Manag. 63, 77-86 .
  2. Andersen, C. , Sørensen, B. , 2010. A Peircean inspired typology of print advertising. Semiotica 182 (1-4)L), 15-35 .
  3. Atkinson, R. , Flint, J. , 2001. Accessing hidden and hard-to-reach populations: snow- ball research strategies. Soc. Res. Update 33 (1), 1-4 .
  4. Balte ¸s , F.R. , Avram, J. , Miclea, M. , Miu, A.C. , 2011. Emotions induced by operatic mu- sic: psychophysiological effects of music, plot, and acting. Brain Cognit. 76 (1), 146-157 .
  5. Bänziger, T. , Tran, V. , Scherer, K.R. , 2005. The Geneva emotion wheel: a tool for the verbal report of emotional reactions. In: Proceedings of the Poster presented at ISRE 2005. Bari, Italy .
  6. Belk, R.W. , 2017. Qualitative research in advertising. J. Advert. 46 (1), 36-47 .
  7. Bianchi, C. , 2011. Semiotic approaches to advertising texts and strategies: narrative, passion, marketing. Semiotica 183, 243-271 .
  8. Blair, J.A. , 2012. The rhetoric of visual arguments. Groundwork in the Theory of Ar- gumentation. Springer, Dordrecht, pp. 261-279 .
  9. Please cite this article as: T. Pochun et al., Advertising effects? An elemental experiment, Australasian Marketing Journal (2018), https://doi.org/10.1016/j.ausmj.2018.09.002 ARTICLE IN PRESS JID: AMJ [m5G; October 23, 2018;13:37 ]
  10. Birnbaum, M.H. , 20 0 0. Psychological Experiments on the Internet. Academic Press, Sand Diego USA .
  11. Brennan, L. , Binney, W. , Parker, L. , Aleti, T. , Nguyen, D. , 2014. Social Marketing and Behaviour Change: Models, Theory and Applications. Edward Elgar Publishing .
  12. Bu, K. , Kim, D. , Lee, S.Y. , 2009. Determinants of visual forms used in print advertis- ing: a cross-cultural comparison. Int. J. Advert. 28 (1), 13-47 .
  13. Bulmer, S. , Buchanan-Oliver, M. , 2004. Meaningless or meaningful? Interpretation and intentionality in post-modern communication. J. Mark. Commun. 10 (1), 1-15 .
  14. Caivano, J.L. , 1998. Color and semiotics: a two-way street. Color Res. Appl. 23 (6), 390-401 .
  15. Callow, M. , Schiffman, L. , 2002. Implicit meaning in visual print advertisements: a cross-cultural examination of the contextual communication effect. Int. J. Ad- vert. 21 (2), 259-277 .
  16. Carter, S. , Henderson, L. , 2005. Approaches to qualitative data collection in social science. Handbook of Health Research Methods: Investigation, Measurement and Analysis, 1, pp. 215-230 .
  17. Chandler, D. , 2007. Semiotics: the Basics. Routledge .
  18. Choi, J. , Rangan, P. , Singh, S.N. , 2016. Do cold images cause cold-heartedness? The impact of visual stimuli on the effectiveness of negative emotional charity ap- peals. J. Advert. 45 (4), 417-426 .
  19. Crawford, R. , Brennan, L. , Parker, L. , 2017. Global Advertising Practice in a Borderless World. Taylor & Francis .
  20. Damasio, A.R. , 2003. Looking for Spinoza: Joy, Sorrow, and the Feeling Brain. Houghton Mifflin Harcourt .
  21. Darmody, A. , Bonsu, S.K. , 2007. Ambivalence in death ritual consumption. ACR Eur. Adv . Denzin, N.K., Lincoln, Y.S. (Eds.), 2011. The Sage Handbook of Qualitative Research. Sage .
  22. De Villiers, R. , 2017. QCA in empirical marketing research: an experiment featuring Dorah Explorah, investigating celebrity endorsement's effect on product selec- tion. Australas. Mark. J. 25 (3), 225-250 .
  23. Doyle, J.R. , Bottomley, P.A. , 2009. The massage in the medium: transfer of conno- tative meaning from typeface to names and products. Appl. Cognit. Psychol. 23 (3), 396-409 .
  24. Elder, R.S. , Krishna, A. , 2010. The effects of advertising copy on sensory thoughts and perceived taste. J. Consum. Res. 36 (5), 748-756 .
  25. Fehrman, K. , Fehrman, C. , 2004. Color: The Secret Influence, 2nd ed. Prentice Hall, Upper Saddle River, NJ .
  26. Fetterman, A.K. , Robinson, M.D. , Gordon, R.D. , Elliot, A.J. , 2011. Anger as seeing red: perceptual sources of evidence. Soc. Psychol. Person. Sci. 2 (3), 311-316 .
  27. Glenn, C.B. , 2004. Constructing consumables and consent: a critical analysis of fac- tory farm industry discourse. J. Commun. Inq. 28 (1), 63-81 .
  28. Gordon, R. , Hastings, G. , McDermott, L. , Siquier, P. , 2007. The critical role of so- cial marketing. In: Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A., Catterall, M. (Eds.), Critical Marketing: Defining the Field. Elsevier, London, pp. 159-173 .
  29. Gorn, G.J. , Chattopadhyay, A. , Sengupta, J. , Tripathi, S. , 2004. Waiting for the web: how screen color affects time perception. J. Mark. Res. 41 (2), 215-225 .
  30. Gump, J.E. , 2001. The readability of typefaces and the subsequent mood or emotion created in the reader. J. Educ. Bus. 76 (5), 270-273 .
  31. Hamelin, N. , El Moujahid, O. , Thaichon, P. , 2018. Emotion and advertising effective- ness: a novel facial expression approach. J. Retail. Consum. Serv. 36, 103-111 .
  32. Hemphill, M. , 1996. A note on adults' color-emotion associations. J. Genet. Psychol. 157 (3), 275-280 .
  33. Hill, A., 2012. Beauty typography: a window into brand personality. Glob. Cosmet. Ind. Retrieved from http://www.gcimagazine.com/business/manufacturing/ packaging/149266055.html?page=1 .
  34. Hollebeek, L.D. , 2013. The customer engagement/value interface: an exploratory in- vestigation. Australas. Mark. J. 21 (1), 17-24 .
  35. Hong, J. , Lee, A.Y. , 2010. Feeling mixed but not torn: the moderating role of con- strual level in mixed emotions appeals. J. Consum. Res. 37 (3), 456-472 .
  36. Hostetler, S.C. , 2006. Integrating Typography and Motion in Visual Communication. University of Northern Iowa, Department of Art .
  37. Janssens, W. , De Pelsmacker, P. , Weverbergh, M. , 2007. The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity. Cross-Cultural Buyer Behavior. Emerald Group Publishing Limited, pp. 63-92 .
  38. Jeong, S.H. , 2008. Visual metaphor in advertising: is the persuasive effect at- tributable to visual argumentation or metaphorical rhetoric? J. Mark. Commun. 14 (1), 59-73 .
  39. Kemp, E. , Bui, M. , Chapa, S. , 2012. The role of advertising in consumer emotion man- agement. Int. J. Advert. 31 (2), 339-353 .
  40. Kolsaker, A. , Görtz, D. , Gilbert, D. , 2016. Making sense of metaphor: the impact of target-group-specific headlines in direct mail. J. Mark. Commun. 22 (1), 56-82 .
  41. Kress, G.R. , Van Leeuwen, T. , 2006. Reading Images: The Grammar of Visual Design. Routledge, New York .
  42. Krippendorff, K. , Butter, R. , 2008. Semantics: Meanings and contexts of artifacts. In: Schifferstein, H.N.J., Hekkert, P. (Eds.), Product Experience. Elsevier, New York, pp. 353-376 .
  43. Lehnert, K. , Till, B.D. , Ospina, J.M. , 2014. Advertising creativity: the role of divergence versus meaningfulness. J. Advert. 43 (3), 274-285 .
  44. Lewis, C. , Walker, P. , 1989. Typographic influences on reading. Br. J. Psychol. 80 (2), 241-257 .
  45. Lichtlé, M.C. , 2007. The effect of an advertisement's colour on emotions evoked by attitude towards the ad: the moderating role of the optimal stimulation level. Int. J. Advert. 26 (1), 37-62 .
  46. Lu, A.C.C. , Gursoy, D. , 2015. A conceptual model of consumers' online tourism con- fusion. Int. J. Contemp. Hosp. Manag. 27 (6), 1320-1342 .
  47. Machin, D. , 2007. Introduction to Multimodal Analysis. Bloomsbury Publishing . Mar, R.A. , Oatley, K. , Djikic, M. , Mullin, J. , 2011. Emotion and narrative fiction: interactive influences before, during, and after reading. Cognit. Emot. 25 (5), 818-833 .
  48. Marx, A. , Cambré, B. , Rihoux, B. , 2013. Chapter 2 crisp-set qualitative comparative analysis in organizational studies. In: Fiss, P.C., Cambré, B., Marx, A. (Eds.), Con- figurational Theory and Methods in Organizational Research. Emerald Group Publishing Limited, pp. 23-47 .
  49. McCarthy, M.S. , Mothersbaugh, D.L. , 2002. Effects of typographic factors in advertis- ing-based persuasion: a general model and initial empirical tests. Psychol. Mark. 19 (7-8), 663-691 .
  50. Mohammad, S.M. , Turney, P.D. , 2010. Emotions evoked by common words and phrases: using mechanical turk to create an emotion lexicon. In: Proceedings of the NAACL HLT 2010 workshop on computational approaches to analysis and generation of emotion in text. Association for Computational Linguistics, pp. 26-34 .
  51. Morrison, G.R. , 1986. Communicability of the emotional connotation of type. ECTJ 34 (4), 235-244 .
  52. Najafian, M. , Ketabi, S. , 2011. Advertising social semiotic representation: a critical approach. Int. J. Ind. Mark. 1 (1), 63 .
  53. Nelson, M.R. , Otnes, C.C. , 2005. Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards. J. Bus. Res. 58 (1), 89-95 .
  54. Oceja, L. , Carrera, P. , 2009. Beyond a single pattern of mixed emotional experience: sequential, prevalence, inverse, and simultaneous. Eur. J. Psychol. Assess. 24, 58-67 .
  55. O'Connor, H., Kilgour, M., Koslow, S., Sasser, S., 2017. Drivers of creativity within ad- vertising agencies: how structural configuration can affect and improve creative development. J. Advert. Res. doi: 10.2501/JAR-2017-015 .
  56. O'Neill, S. , 2008. Interactive Media: The Semiotics of Embodied Interaction. Springer Science & Business Media .
  57. Panigyrakis, G.G. , Kyrousi, A.G. , 2015. Colour effects in print advertising: a research update (1985-2012). Corp. Commun.: Int. J. 20 (3), 233-255 .
  58. Parmentier, R.J. , 1994. Signs in Society: Studies in Semiotic Anthropology. Indiana University Press .
  59. Parsa, A.F. , 2004. Visual semiotics: how still images mean?: interpreting still images by using semiotic approaches. In: Proceeding of the Second International Sym- posium Communication in The Millennium: A Dialogue Between Turkish and American Scholars. In Co-operation with University of Texas, Anadolu Univer- sity and ˙Istanbul University, pp. 843-853 .
  60. Piper, A.I. , 1998. Conducting social science laboratory experiments on the World Wide Web. Lib. Inf. Sci. Res. 20 (1), 5-21 .
  61. Piqueras-Fiszman, B. , Ares, G. , Varela, P. , 2011. Semiotics and perception: do labels convey the same messages to older and younger consumers? J. Sens. Stud. 26 (3), 197-208 .
  62. Pochun, T., 2014. The Antecedents and Outcomes of Emotional Ambivalence in Rites- of-Passage Advertising. RMIT University, Melbourne, Australia Doctoral thesisRe- trieved from https://researchbank.rmit.edu.au/view/rmit:160864/Pochun _ thesis. pdf . Pochun, T. , Brennan, L. , Sorenson, P. , 2014. Beware the semantic jungle of research into emotions in advertising. The effects of exposure time on memory of display advertisements. In: Proceedings of the ANZMAC Conference. Brisbane, Australia .
  63. Ragin, C.C. , 2008. Redesigning Social Inquiry: Fuzzy Sets and Beyond, 240. University of Chicago Press, Chicago .
  64. Romani, S. , Grappi, S. , Dalli, D. , 2012. Emotions that drive consumers away from brands: measuring negative emotions toward brands and their behavioral ef- fects. Int. J. Res. Mark. 29 (1), 55-67 .
  65. Roozen, I. , 2013. The impact of emotional appeal and the media context on the ef- fectiveness of commercials for not-for-profit and for-profit brands. J. Mark. Com- mun. 19 (3), 198-214 .
  66. Salvatore, S. , Venuleo, C. , 2008. Understanding the role of emotion in sense-making. A semiotic psychoanalytic oriented perspective. Integr. Psychol. Behav. Sci. 42 (1), 32-46 .
  67. Schneider, C.Q. , Rohlfing, I. , 2013. Combining QCA and process tracing in set-theo- retic multi-method research. Sociol. Methods Res. 42 (4), 559-597 .
  68. Serafini, F. , Clausen, J. , 2012. Typography as semiotic resource. J. Vis. Lit. 31 (2), 1-16 .
  69. Smith, R.E. , Yang, X. , 2004. Toward a general theory of creativity in advertising: ex- amining the role of divergence. Mark. Theory 4 (1-2), 31-58 .
  70. Steenkamp, J.-B.E. , De Jong, M.G. , Baumgartner, H. , 2010. Socially desirable response tendencies in survey research. J. Mark. Res. 47 (2), 199-214 .
  71. Stewart, D.W. , Morris, J. , Grover, A. , 2007. Emotions in advertising. In: Tellis, G.J., Ambler, T. (Eds.), The Sage Handbook of Advertising. SAGE Publishing, Thousand Oaks, pp. 120-134 .
  72. Stöckl, H. , 2005. Typography: body and dress of a text-a signing mode between language and image. Vis. Commun. 4 (2), 204-214 .
  73. Strick, M. , Van Baaren, R.B. , Holland, R.W. , Van Knippenberg, A. , 2009. Humor in advertisements enhances product liking by mere association. J. Exp. Psychol.: Appl. 15 (1), 35-45 .
  74. Sung, B. , Vanman, E.J. , Hartley, N. , Phau, I. , 2016. The emotion of interest and its relevance to consumer psychology and behaviour. Australas. Mark. J. 24 (4), 337-343 .
  75. Tsonos, D. , Kouroupetroglou, G. , 2008. A methodology for the extraction of reader's emotional state triggered from text typography. Tools in Artificial Intelligence. InTech . Please cite this article as: T. Pochun et al., Advertising effects? An elemental experiment, Australasian Marketing Journal (2018), https://doi.org/10.1016/j.ausmj.2018.09.002 ARTICLE IN PRESS JID: AMJ [m5G; October 23, 2018;13:37 ]
  76. Tuten, T.L. , 2010. Conducting online surveys. In: Gosling, S.D., Johnson, J.A. (Eds.), Advanced Methods for Conducting Online Behavioral Research. US American Psychological Association, Washington, DC, pp. 179-192 .
  77. Valkenburg, P.M. , Peter, J. , Walther, J.B. , 2016. Media effects: theory and research. Annu. Rev. Psychol. 67, 315-338 .
  78. van Laer, T., de Ruyter, K., Visconti, L.M., Wetzels, M., 2014. The extended transportation-imagery model: a meta-analysis of the antecedents and conse- quences of consumers' narrative transportation. J. Consum. Res. 40 (5), 797-817. doi: 10.1086/673383 .
  79. Van Leeuwen, T. , 2005. Typographic meaning. Vis. Commun. 4 (2), 137-143 .
  80. van Rompay, T.J.L. , Veltkamp, M. , 2014. Product packaging metaphors: effects of am- biguity and explanatory information on consumer appreciation and brand per- ception. Psychol. Mark. 31 (6), 404-415 .
  81. Vargas, P.T. , Duff, B.R. , Faber, R.J. , 2017. A practical guide to experimental advertising research. J. Advert. 46 (1), 101-114 .
  82. Williams, P. , Aaker, J.L. , 2002. Can mixed emotions peacefully coexist? J. Consum. Res. 28 (4), 636-649 .

Related papers

Emotional response to advertising
Bogdan Anastasiei

Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing through mood states, become associated with the brand, create a positive attitude toward the ad, which then becomes associated with or transferred to the brand, enhance information processing. Holbrook and Batra (1987) developed their own emotional scale based on pleasure, arousal and domination dimensions, showing that these emotions mediate consumer responses to advertising. This study investigates the role of these three emotional elements in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. The results revealed that emotions like Pleasure (loving, friendly, grateful) and Arousal (active, interested, excited, entertained) influence consumers' attitudes towards brand and advertising. Marketers need to understand the role of pleasure and arousal emotions when making advertising campai...

View PDFchevron_right
The Emotional Effectiveness of Advertisement
Lucia Sutil Martín

Frontiers in Psychology, 2020

Based on cognitive-emotional neuroscience, the effectiveness of advertisement is measured in terms of individuals' unconscious emotional responses. Using AFFDEX to record and analyze facial expressions, a combination of indicators that track both basic emotions and individual involvement is used to quantitatively determine if a spot causes high levels of ad liking in terms of attention, engagement, valence, and joy. We use as a test case a real campaign, in which a spot composed of 31 scenes (images, text, and the brand logo) is shown to subjects divided into five groups in terms of age and gender. The target group of mature women shows statistically more positive emotions and involvement than the rest of the groups, demonstrating the emotional effectiveness of the spot. Each other experimental groups show specific negative emotions as a function of their age and for certain blocks of scenes.

View PDFchevron_right
Evaluating Emotional Quotient and Reactions of Internet Advertisements (With Special Reference to Insurance Ads)
Dr. Pragya Jaroliya

Management Insight - The Journal of Incisive Analysers

There is no doubt that emotions are important to advertisements and many advertisers understood that using emotional connects, it is very easy to sell brands. Emotional response has received an increased attention, since researchers demonstrated its major influence on attitude towards advertisements. During the review of literature, it has been observed that many studies have been conducted on emotional quotient towards advertisements in different media, but no such study has been conducted for Internet advertisements. While seeing the popularity and acceptability of Internet advertising in the present scenario in India, the present research was set out in order to evaluate the Emotional Quotient and Reaction for Internet advertisements. In order to get the response, the scope of the study has been limited only to the Internet advertisements relating to banking insurance products offered by banks and advertised over their websites. Basically, the research has been conducted into dif...

View PDFchevron_right
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
Thea Wen
View PDFchevron_right
The Emotionally Charged Advertisement and Their Influence on Consumers' Attitudes
Abdullah Niazi

2012

It is a common belief that emotional content in advertising can persuade brand favorability even when rational content has no effect. Emotion is a main factor that holds an important position in advertising. This study investigates the role of emotional elements in advertisement influencing consumer attitude towards the advertisement, brand and how these in turn affect the purchase intention. Three aspects of emotions, including love, fear and information in advertisements have been considered. The data was analyzed through several statistical tools including one sample Kolmogrove Smirnov test, ANOVA test and Regression analysis. Results of the study show positive significant relationship between emotional advertisements but insignificant with informative (neutral emotion) advertisements. There is also a positive significant relationship between attitude toward emotional advertisement and attitude toward brand and that a positive attitude towards a brand leads to purchase intention.

View PDFchevron_right

Related topics

  • Psychology
    • 580 California St., Suite 400
    San Francisco, CA, 94104
    © 2025 Academia. All rights reserved