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Capturing the Flow of Emotion in Television Commercials: A New Approach

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Author Info
YOUNG, CHARLES E.
Abstract

This article introduces a moment-by-moment picture-sorting technique for measuring the emotional content of TV commercials. This new dynamic approach to analyzing the dramatic structure of commercials is shown to be a valid predictor of purchase intent.

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File URL: http://journals.cambridge.org/abstract_S0021849904040103
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 44 (2004)
Issue (Month): 02 (June)
Pages: 202-209
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:44:y:2004:i:02:p:202-209_04

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This page was last updated on 2009-10-18.

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