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Emotional advertising: Revisiting the Role of Product Category

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Author Info

  • M. GEUENS

    ()

  • P. DE PELSMACKER
  • T. FASEUR
  • -
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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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    File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_10_646.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 10/646.

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    Length: 34 pages
    Date of creation: Mar 2010
    Date of revision:
    Handle: RePEc:rug:rugwps:10/646

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    Related research

    Keywords: ad effectiveness; emotional advertising; involvement; hedonic-utilitarian;

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    1. 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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