IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v6y2014i1p40-45n1007.html
   My bibliography  Save this article

Do Pleasant Emotional Ads Make Consumers Like Your Brand More?

Author

Listed:
  • Geuens Maggie

    (Ghent University, Belgium)

  • De Pelsmacker Patrick

    (University of Antwerp, Belgium)

  • Tuan Pham Michel

    (Columbia University, New York, U.S.)

Abstract

Emotionally pleasant TV commercials are often preferred over merely factual ones. A large-scale study of Belgian TV ads confirms this notion and shows that such commercials also create more positive feelings toward the advertised brand. Interestingly, these effects depend on neither the level of involvement associated with the product category nor the type of product. Independent of the perceived creativity of the commercial or its informational value, emotionality had a significant impact on the evaluation of a brand. However, the effects were slightly more pronounced for products that align themselves with pleasure and experience than for functional products. Advertisers should therefore leverage the power of emotions not only because these ads are better liked, but more importantly because they lead to more favorable brand attitudes.

Suggested Citation

  • Geuens Maggie & De Pelsmacker Patrick & Tuan Pham Michel, 2014. "Do Pleasant Emotional Ads Make Consumers Like Your Brand More?," NIM Marketing Intelligence Review, Sciendo, vol. 6(1), pages 40-45.
    • Handle: RePEc:vrs:gfkmir:v:6:y:2014:i:1:p:40-45:n:1007
    DOI: 10.2478/gfkmir-2014-0007
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/gfkmir-2014-0007
    Download Restriction: no
    File URL: https://libkey.io/10.2478/gfkmir-2014-0007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:6:y:2014:i:1:p:40-45:n:1007. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.