Title: Different Positive Feelings Leading to different Ad Evaluations: The Case of Cosiness, Excitement and Romance
Authors: Faseur, Tine
Geuens, Maggie
Editors: Laczniak, Russell
Issue Date: 2006
Publisher: Board of Directors, American Academy of Advertising
Series Title: Journal of Advertising vol:35 issue:4 pages:129-142
Host Document: Journal of Advertising
Abstract: 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.
ISSN: 0091-3367
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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