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The Power of Feelings in Understanding Advertising Effects
Abstract
This research investigates the role of feelings in understanding advertising effects. We conducted two studies to examine (1) whether feelings occur as a result of viewing television commercials, (2) the relative importance of feelings and judgments of the ad's characteristics on several advertising outcomes, and (3) the variation in the importance of feelings given different ad characteristics. We found that (1) negative and positive feelings co-occur; (2) both are important predictors of the ad's effectiveness; (3) feelings contribute uniquely to attitude toward the ad, beliefs about the brand's attributes, and attitude toward the brand; and (4) the relative importance of feelings and judgments of the ad's characteristics varies based on the extent to which the ad is transformational and informational.
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Citations
Cited by
MacKenzie, S. B., & Lutz, R. J. (1989) · Journal of Marketing · doi:10.2307/1251413 · Cited by 4,880
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
The Role of Emotions in Marketing
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999) · Journal of the Academy of Marketing Science · doi:10.1177/0092070399272005 · Cited by 3,349
What Makes Online Content Viral?
Berger, J., & Milkman, K. L. (2012) · Journal of Marketing Research · doi:10.1509/jmr.10.0353 · Cited by 3,178
Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making
Shiv, B., & Fedorikhin, A. (1999) · Journal of Consumer Research · doi:10.1086/209563 · Cited by 2,044
Metadata
- Authors
- Edell, J. A., & Burke, M. C.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1987-12
- Volume
- 14
- Issue
- 3
- Pages
- 421
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2037357256
- Cited by
- 1,119
- References
- 0
- FWCI
- 42.71
- Type
- journal article
- Language
- en
- Open access
- closed
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- Edell, J. A., & Burke, M. C. (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research. https://doi.org/10.1086/209124
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
