Board of Directors, American Academy of Advertising
Journal of Advertising vol:35 issue:4 pages:129-142
Journal of Advertising
This study contributes to the debate about the valence-based versus the multi-dimensional view of feelings. The differential impact of three different positive context- and ad induced feelings on ad effectiveness was compared. 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 ad evaluations. Also, a significant interaction effect between ad and context-induced feelings indicated that the exciting, the romantic and the cozy ads scored best in a context evoking the same emotion.