Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance

T. Faseur () and Maggie Geuens

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: This study adds to the debate about the valence-based versus the unique and discrete view of feelings. By conducting an experiment using 317 subjects, we compared the differential impact of three different positive feelings on ad effectiveness. Support for the discrete view of feelings was found in the sense that ad- and context-evoked cosiness, excitement and romance had a different impact on ad attitudes. Moreover, in the area of context effects further support for the unique view of feelings was found: the exciting, the romantic and the cosy ad scored best after telling a feeling-congruent story.

Pages: 22 pages
Date: 2004-11
New Economics Papers: this item is included in nep-exp
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Citations: View citations in EconPapers (1)

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http://wps-feb.ugent.be/Papers/wp_04_280.pdf (application/pdf)

Related works:
Working Paper: Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance (2006)
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:04/280

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