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Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance

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  • T. FASEUR

    ()

  • M. GEUENS

    ()

Abstract

This study adds to the debate about the valence-based versus the unique and discrete view of feelings. By conducting an experiment using 317 subjects, we compared the differential impact of three different positive feelings on ad effectiveness. Support for the discrete view of feelings was found in the sense that ad- and context-evoked cosiness, excitement and romance had a different impact on ad attitudes. Moreover, in the area of context effects further support for the unique view of feelings was found: the exciting, the romantic and the cosy ad scored best after telling a feeling-congruent story.

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File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_04_280.pdf
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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 04/280.

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Length: 22 pages
Date of creation: Nov 2004
Date of revision:
Handle: RePEc:rug:rugwps:04/280

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  1. Pieters, Rik G. M. & de Klerk-Warmerdam, Marianne, 1996. "Ad-evoked feelings: Structure and impact on Aad and recall," Journal of Business Research, Elsevier, vol. 37(2), pages 105-114, October.
  2. Pieters, R. & Klerk-Warmerdam, M. de, 1996. "Ad-Evoked Feelings: Structure and Impact on Aad and Recall," Open Access publications from Tilburg University urn:nbn:nl:ui:12-73694, Tilburg University.
  3. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 404-20, December.
  4. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. " Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, University of Chicago Press, vol. 12(4), pages 365-81, March.
  5. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
  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. Yi, Youjae, 1990. " The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 215-22, September.
  8. Raghunathan, Rajagopal & Pham, Michel Tuan, 1999. "All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness on Decision Making, , , , ," Organizational Behavior and Human Decision Processes, Elsevier, vol. 79(1), pages 56-77, July.
  9. Batra, Rajeev & Ray, Michael L, 1986. " Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 234-49, September.
  10. Kroeber-Riel, Werner, 1979. " Activation Research: Psychobiological Approaches in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 5(4), pages 240-50, March.
  11. Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July.
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Cited by:
  1. H. T.J. Smit & W. De Maeseneire, 2005. "The role of investor capabilities in public-to-private transactions," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/290, Ghent University, Faculty of Economics and Business Administration.

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