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Emotional advertising: Revisiting the role of product category

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  • Geuens, Maggie
  • De Pelsmacker, Patrick
  • Faseur, Tine
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    Abstract

    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 product-congruent 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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 4 (April)
    Pages: 418-426

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:4:p:418-426

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    Web page: http://www.elsevier.com/locate/jbusres

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    Keywords: Ad effectiveness Emotional advertising Involvement Hedonic-utilitarian;

    References

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    1. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    2. Adaval, Rashmi, 2001. " Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 1-17, June.
    3. Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.
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    6. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 144-59, September.
    7. Lim, Elison Ai Ching & Ang, Swee Hoon, 2008. "Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning," Journal of Business Research, Elsevier, vol. 61(3), pages 225-232, March.
    8. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    9. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
    10. Raghunathan, Rajagopal & Irwin, Julie R, 2001. " Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 355-68, December.
    11. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    12. Grimm, Pamela E., 2005. "Ab components' impact on brand preference," Journal of Business Research, Elsevier, vol. 58(4), pages 508-517, April.
    13. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    14. Allen, Chris T. & Machleit, Karen A. & Kleine, Susan Schultz & Notani, Arti Sahni, 2005. "A place for emotion in attitude models," Journal of Business Research, Elsevier, vol. 58(4), pages 494-499, April.
    15. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
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    Cited by:
    1. Claeys, An-Sofie & Cauberghe, Verolien, 2014. "What makes crisis response strategies work? The impact of crisis involvement and message framing," Journal of Business Research, Elsevier, vol. 67(2), pages 182-189.
    2. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.

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