IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

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

  • Faseur, T.
  • Geuens, M.


    (Vlerick Leuven Gent Management School)

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.

If you experience problems downloading a file, check if you have the proper application to view it first. 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:
Download Restriction: no

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

in new window

Length: 30 pages
Date of creation: 12 Feb 2006
Date of revision:
Handle: RePEc:vlg:vlgwps:2005-32
Contact details of provider: Postal:
Reep 1, 9000 Gent

Phone: +32 9 210 98 99
Fax: +32 9 210 97 00
Web page:

More information through EDIRC

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.:

as in new window
  1. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Oxford University 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, Oxford University Press, vol. 12(4), pages 365-81, March.
  3. 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.
  4. Yi, Youjae, 1990. " The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 215-22, September.
  5. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 404-20, December.
  6. 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.
  7. N/A, 1991. "Appraisal," National Institute Economic Review, National Institute of Economic and Social Research, vol. 138(1), pages 3-5, November.
  8. Batra, Rajeev & Ray, Michael L, 1986. " Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 234-49, September.
  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.
  10. Pieters, R. & de Klerk-Warmerdam, M., 1996. "Ad-Evoked Feelings : Structure and Impact on Aad and Recall," Other publications TiSEM 998931c7-9907-4b7f-894f-2, Tilburg University, School of Economics and Management.
  11. 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.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:vlg:vlgwps:2005-32. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Isabelle Vandenbroere)

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 references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.