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The Influence of Experience and Sequence of Conflicting Emotions on Ad Attitudes

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  • Aparna A. Labroo
  • Suresh Ramanathan

Abstract

Two experiments suggest that when participants evaluate an ad, they prefer improving ad emotions, because attitudes are based on an assessment of whether the emotions deviate positively or negatively from previous levels of emotions. In contrast, when emotions are experienced, positive emotions facilitate coping with later negativity, and an ad with declining (vs. improving) emotions results in more favorable attitudes. This beneficial effect of experienced positive emotions in reducing the impact of subsequent negative emotions is reversed when the positive emotions are allowed to dissipate over a time delay between the experiences of the two emotions. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Aparna A. Labroo & Suresh Ramanathan, 2007. "The Influence of Experience and Sequence of Conflicting Emotions on Ad Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 523-528, December.
    • Handle: RePEc:oup:jconrs:v:33:y:2007:i:4:p:523-528
    DOI: 10.1086/510226
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    Cited by:

    1. Homer, Pamela Miles, 2021. "When sadness and hope work to motivate charitable giving," Journal of Business Research, Elsevier, vol. 133(C), pages 420-431.
    2. Suci, Afred & Wang, Hui-Chih & Doong, Her-Sen, 2023. "Relax Your Fear—The role of autonomous sensory meridian response (ASMR) in green advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Gianluigi Guido & Marco Pichierri & Giovanni Pino, 2018. "Place the good after the bad: effects of emotional shifts on consumer memory," Marketing Letters, Springer, vol. 29(1), pages 49-60, March.
    4. Shehu, Edlira & Bijmolt, Tammo H.A. & Clement, Michel, 2016. "Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 27-43.
    5. Lau-Gesk, Loraine & Mukherjee, Sayantani, 2017. "Coping with sequential conflicting emotional experiences," Journal of Business Research, Elsevier, vol. 73(C), pages 1-8.
    6. Yue Meng-Lewis & Huiping Xian & Gavin Lewis & Yupei Zhao, 2021. "“Enthusiastic Admiration Is the First Principle of Knowledge and Its Last†: A Qualitative Study of Admiration for the Famous," SAGE Open, , vol. 11(2), pages 21582440211, April.

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