IDEAS home Printed from https://ideas.repec.org/p/rug/rugwps/10-646.html
   My bibliography  Save this paper

Emotional advertising: Revisiting the Role of Product Category

Author

Listed:
  • M. GEUENS
  • P. DE PELSMACKER
  • T. FASEUR
  • -

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.

Suggested Citation

  • M. Geuens & P. De Pelsmacker & T. Faseur & -, 2010. "Emotional advertising: Revisiting the Role of Product Category," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 10/646, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:10/646
    as

    Download full text from publisher

    File URL: http://wps-feb.ugent.be/Papers/wp_10_646.pdf
    Download Restriction: no
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    2. Lim, Elison Ai Ching & Ang, Swee Hoon, 2008. "Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning," Journal of Business Research, Elsevier, vol. 61(3), pages 225-232, March.
    3. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
    4. Adaval, Rashmi, 2001. "Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 1-17, June.
    5. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    6. Pham, Michel Tuan, 1998. "Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 144-159, September.
    7. Grimm, Pamela E., 2005. "Ab components' impact on brand preference," Journal of Business Research, Elsevier, vol. 58(4), pages 508-517, April.
    8. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    9. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    10. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    11. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    12. Raghunathan, Rajagopal & Irwin, Julie R, 2001. "Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 355-368, December.
    13. Meyers-Levy, Joan & Tybout, Alice M, 1997. "Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 1-14, June.
    14. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
    15. 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.
    16. Allen, Chris T. & Machleit, Karen A. & Kleine, Susan Schultz & Notani, Arti Sahni, 2005. "A place for emotion in attitude models," Journal of Business Research, Elsevier, vol. 58(4), pages 494-499, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Choi, Tae Rang & Choi, Jung Hwa & Sung, Yongjun, 2019. "I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope," Journal of Business Research, Elsevier, vol. 99(C), pages 481-489.
    2. Wan Yu Chang & I Ying Chang, 2014. "The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry," Sustainability, MDPI, vol. 6(12), pages 1-13, December.
    3. Schwenzow, Jasper & Hartmann, Jochen & Schikowsky, Amos & Heitmann, Mark, 2021. "Understanding videos at scale: How to extract insights for business research," Journal of Business Research, Elsevier, vol. 123(C), pages 367-379.
    4. Tahmid Nayeem & Jean Marie-IpSooching, 2022. "Revisiting Sproles and Kendall’s Consumer Styles Inventory (CSI) in the 21st Century: A Case of Australian Consumers Decision-Making Styles in the Context of High and Low-Involvement Purchases," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 7(2), pages 7-17, January.
    5. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    6. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    7. Ivan Guitart & Stefan Stremersch, 2021. "The impact of informational and emotional television ad content on online search and sales," Post-Print hal-03193729, HAL.
    8. Trivedi, Rohit H. & Teichert, Thorsten, 2019. "The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender," Journal of Business Research, Elsevier, vol. 99(C), pages 197-205.
    9. Claeys, An-Sofie & Cauberghe, Verolien, 2014. "What makes crisis response strategies work? The impact of crisis involvement and message framing," Journal of Business Research, Elsevier, vol. 67(2), pages 182-189.
    10. Daniel Milton, 2020. "Fatal attraction: explaining variation in the attractiveness of Islamic State propaganda," Conflict Management and Peace Science, Peace Science Society (International), vol. 37(4), pages 430-450, July.
    11. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    12. Carla Rossi & Francesca Rivetti, 2020. "Assessing Young Consumers’ Responses to Sustainable Labels: Insights from a Factorial Experiment in Italy," Sustainability, MDPI, vol. 12(23), pages 1-23, December.
    13. Linwan Wu & Jiangmeng Liu, 2021. "Need for control may motivate consumers to approach digital products: a social media advertising study," Electronic Commerce Research, Springer, vol. 21(4), pages 1031-1054, December.
    14. Arfan Shahzad & Abdullah Kaid Al-Swidi & Abd Ghani B Golamdin, 2013. "A Tract Reflection on Challenges in Research & Development for New Product Development in the Industrial Sector of Pakistan," Business and Economic Research, Macrothink Institute, vol. 3(1), pages 406-415, June.
    15. Ahyoung Yoon & Daeyoung Jeong & Jinhyung Chon & Ji-Hwan Yoon, 2019. "A Study of Consumers’ Intentions to Participate in Responsible Tourism Using Message Framing and Appeals," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    16. Cheong Kim & Hyeon Gyu Jeon & Kun Chang Lee, 2020. "Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing," Sustainability, MDPI, vol. 12(12), pages 1-20, June.
    17. Ghosh, Tathagata, 2016. "Winning Versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 134-147.
    18. Banerski Grzegorz & Biele Cezary & Awdziej Marcin & Kaczyński Adam & Molenda Sylwester, 2021. "Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(2), pages 2-32, June.
    19. Nayeem, Tahmid & Casidy, Riza, 2015. "Australian consumers' decision-making styles for everyday products," Australasian marketing journal, Elsevier, vol. 23(1), pages 67-74.
    20. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
    21. Mahsa Akbari, 2015. "Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products," Global Business Review, International Management Institute, vol. 16(3), pages 478-493, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Inés López López & Salvador Ruiz de Maya, 2012. "When hedonic products help regulate my mood," Marketing Letters, Springer, vol. 23(3), pages 701-717, September.
    2. M. Geuens & D. Vantomme & G. Goessaert & B. Weijters, 2003. "Assessing the impact of offline URL advertising," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/163, Ghent University, Faculty of Economics and Business Administration.
    3. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    4. Yumei Luo & Qiongwei Ye, 2019. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value," Sustainability, MDPI, vol. 11(19), pages 1-18, September.
    5. Han-Jen Niu & Fei-Hsu Sun Hung & Po-Ching Lee & Yensen Ni & Yuhsin Chen, 2023. "Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    6. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Wang, Sijun & Beatty, Sharon E. & Mothersbaugh, David L., 2009. "Congruity's role in website attitude formation," Journal of Business Research, Elsevier, vol. 62(6), pages 609-615, June.
    8. Collier, Joel E. & Barnes, Donald C., 2015. "Self-service delight: Exploring the hedonic aspects of self-service," Journal of Business Research, Elsevier, vol. 68(5), pages 986-993.
    9. Kumar, Vikas & Ayodeji, Ogunmola Gabriel, 2021. "E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.
    11. Lado, Nora & Césaroni, Fabrizio & Maydeu Olivares, Alberto & Ho, Han Chiang, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," INDEM - Working Paper Business Economic Series id-11-01, Instituto para el Desarrollo Empresarial (INDEM).
    12. Huifeng Pan & Hong-Youl Ha, 2021. "An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    13. Hutter, Katharina & Schwarz, Uta, 2012. "Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010," EconStor Conference Papers 96481, ZBW - Leibniz Information Centre for Economics.
    14. Pham, Michel Tuan & Geuens, Maggie & De Pelsmacker, Patrick, 2013. "The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 383-394.
    15. Richard, Marie-Odile & Habibi, Mohammad Reza, 2016. "Advanced modeling of online consumer behavior: The moderating roles of hedonism and culture," Journal of Business Research, Elsevier, vol. 69(3), pages 1103-1119.
    16. Karine Picot-Coupey & Nina Krey & Elodie Huré & Claire-Lise Ackermann, 2021. "Still work and/or fun? -Corroboration of the hedonic and utilitarian shopping value scale," Post-Print hal-02572817, HAL.
    17. Nambisan, Priya & Watt, James H., 2011. "Managing customer experiences in online product communities," Journal of Business Research, Elsevier, vol. 64(8), pages 889-895, August.
    18. Sanjay Pulligadda & Frank R Kardes & Maria L Cronley, 2016. "Positive affectivity as a predictor of consumers’ propensity to be brand loyal," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 216-228, March.
    19. Prashant Trivedi, 2015. "A conceptual model for driving green purchase among indian consumers," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(2), pages 49-59.
    20. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.

    More about this item

    Keywords

    ad effectiveness; emotional advertising; involvement; hedonic-utilitarian;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rug:rugwps:10/646. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nathalie Verhaeghe (email available below). General contact details of provider: https://edirc.repec.org/data/ferugbe.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.