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Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance

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  • Faseur, T.
  • Geuens, M.

    ()
    (Vlerick Leuven Gent Management School)

Abstract

This study contributes to the debate about the valence-based versus the multi-dimensional views 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 multi-dimensional view of feelings was found in the sense that ad- and context-evoked coziness, excitement and romance had a different impact on attitudes to ads. Moreover, in the area of context effects further support for the multi-dimensional view of feelings was found: the exciting, the romantic and the cozy ads scored best after recounting a feeling-congruent story.

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Bibliographic Info

Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2005-32.

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Length: 30 pages
Date of creation: 12 Feb 2006
Date of revision:
Handle: RePEc:vlg:vlgwps:2005-32

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  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.
  11. 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.
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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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