ITEM METADATA RECORD
Title: Emotional advertising: Revisiting the Role of Product Category
Authors: Geuens, Maggie
De Pelsmacker, Patrick
Faseur, Tine
Editors: Woodside, Arch G
Issue Date: Apr-2011
Publisher: Elsevier
Series Title: Journal of Business Research vol:64 issue:4 pages:418-426
Host Document: Journal of Business Research
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.
ISSN: 0148-2963
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

Files in This Item:

There are no files associated with this item.

Request a copy

 




All items in Lirias are protected by copyright, with all rights reserved.

© Web of science