This file is part of IDEAS, which uses RePEc data


[ Papers | Articles | Software | Books | Chapters | Authors | Institutions | JEL Classification | NEP reports | Search | New papers by email | Author registration | Rankings | Volunteers | FAQ | Blog | Help! ]

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

Author info | Abstract | Publisher info | Download info | Related research | Statistics
Author Info
T. FASEUR ()
M. GEUENS ()

Additional information is available for the following registered author(s):

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.

Download Info
To download:

If you experience problems downloading a file, check if you have the proper application to view it first. Information about this may be contained in the File-Format links below. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.FEB.UGent.be/nl/Ondz/wp/Papers/wp_04_280.pdf
File Format: application/pdf
File Function:
Download Restriction: no

Publisher 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.

Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Length: 22 pages
Date of creation: Nov 2004
Date of revision:
Handle: RePEc:rug:rugwps:04/280

Contact details of provider:
Postal: Hoveniersberg 4, B-9000 Gent
Phone: ++ 32 (0) 9 264 34 61
Fax: ++ 32 (0) 9 264 35 92
Web page: http://www.feb.ugent.be/
More information through EDIRC

For technical questions regarding this item, or to correct its listing, contact: (Nathalie Verhaeghe).

Related research
Keywords:

Other versions of this item:

This paper has been announced in the following NEP Reports: References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(2), pages 144-59, September.
  2. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. " Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 12(4), pages 365-81, March.
  3. Goldberg, Marvin E & Gorn, Gerald J, 1987. " Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(3), pages 387-403, December.
  4. Yi, Youjae, 1990. " The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 17(2), pages 215-22, September.
  5. Kroeber-Riel, Werner, 1979. " Activation Research: Psychobiological Approaches in Consumer Research," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 5(4), pages 240-50, March.
  6. Batra, Rajeev & Ray, Michael L, 1986. " Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 13(2), pages 234-49, September.
  7. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(3), pages 404-20, December.
  8. 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. [Downloadable!]
  9. 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. [Downloadable!] (restricted)
  10. 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. [Downloadable!] (restricted)
Full references

Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. T. Faseur & M. Geuens, 2008. "Using the Right Emotion to Promote the Right Product to the Right Person," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/501, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
  2. T. Faseur & M. Geuens, 2008. "Promoting help for victims of child abuse: which emotions are most appropriate to motivate donation behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/500, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
  3. 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. [Downloadable!]
Statistics
Access and download statistics

Did you know? There are over 21000 authors registered on RePEc Author Service.

This page was last updated on 2009-12-11.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.