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Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?

Author

Listed:
  • Roozen, Irene

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

  • Claeys, Christel

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

Abstract

This study investigates the impact of emotions, both ad- and context-evoked, on the effectiveness of commercials for non-profit vs. profit brands. Effectiveness is made operational by rational measures, recall and recognition, and by emotional measures, ad likeability and brand attitude. Four different experimental groups were exposed to a sequence of warm and sad commercials for non-profit and profit brands, embedded either in a warm film fragment or a sad one. The results indicate that, overall, sadness as an execution approach works and this in particular for non-profit brands. In addition, contexts evoking sadness seem amenable to higher recall and recognition levels.

Suggested Citation

  • Roozen, Irene & Claeys, Christel, 2009. "Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?," Working Papers 2009/39, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    • Handle: RePEc:hub:wpecon:200939
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    References listed on IDEAS

    as
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    Cited by:

    1. Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.

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