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Emotional advertising: Revisiting the Role of Product Category

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  • 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
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    File URL: http://wps-feb.ugent.be/Papers/wp_10_646.pdf
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    References listed on IDEAS

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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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    Cited by:

    1. 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.

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    Keywords

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

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