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Emotional response to advertising

Author

Listed:
  • Bogdan ANASTASIEI

    (Faculty of Economic and Business Administration, “A.I. Cuza” University, Romania)

  • Raluca CHIOSA

    (Faculty of Economic and Business Administration, “A.I. Cuza” University, Romania)

Abstract

Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. Objectives. This study investigates the role of pleasure (P), arousal (A) and domination (D) emotions in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. Prior Work. Holbrook and Batra (1987) developed their own emotional scale based on these three dimensions (PAD), showing that these emotions mediate consumer responses to advertising. Approach. A 1*4 factorial experiment design method was adopted in order to measure the impact of independent variables (emotion type) on dependent variables (attitude toward ad, attitude toward brand). Results. The results revealed that emotions like Pleasure (loving, friendly, grateful) and Arousal (active, interested, excited, entertained) influence consumers' attitudes towards brand and advertising. Value. Marketers need to understand the role of pleasure and arousal emotions when making advertising campaign; an effective promotion leads to persuading consumers. The results indicate that marketing practitioners should measure affective responses when testing an advertisement, as long as this action would predict brand attitude.

Suggested Citation

  • Bogdan ANASTASIEI & Raluca CHIOSA, 2014. "Emotional response to advertising," EuroEconomica, Danubius University of Galati, issue 2(33), pages 49-56, November.
    • Handle: RePEc:dug:journl:y:2014:i:2:p:49-56
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    File URL: http://journals.univ-danubius.ro/index.php/euroeconomica/article/view/2635/2505
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    References listed on IDEAS

    as
    1. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    2. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
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    Cited by:

    1. Rishi Raj Sharma & Balpreet Kaur, 2018. "Modeling the Elements and Effects of 
Global Viral Advertising Content: 
A Cross-cultural Framework," Vision, , vol. 22(1), pages 1-10, March.

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