Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance
AbstractThis 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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Bibliographic InfoPaper 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.
Length: 22 pages
Date of creation: Nov 2004
Date of revision:
Other versions of this item:
- Faseur, T. & Geuens, M., 2006. "Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance," Vlerick Leuven Gent Management School Working Paper Series 2005-32, Vlerick Leuven Gent Management School.
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