Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?

Irene Roozen () and Christel Claeys ()
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Irene Roozen: Hogeschool-Universiteit Brussel (HUB), Belgium
Christel Claeys: Hogeschool-Universiteit Brussel (HUB), Belgium

No 2009/39, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: This study investigates the impact of emotions, both ad- and context-evoked, on the effectiveness of commercials for non-profit vs. profit brands. Effectiveness is made operational by rational measures, recall and recognition, and by emotional measures, ad likeability and brand attitude. Four different experimental groups were exposed to a sequence of warm and sad commercials for non-profit and profit brands, embedded either in a warm film fragment or a sad one. The results indicate that, overall, sadness as an execution approach works and this in particular for non-profit brands. In addition, contexts evoking sadness seem amenable to higher recall and recognition levels.

Keywords: Emotional appeal; ad-context congruency; non-profit (search for similar items in EconPapers)
Pages: 17 page
Date: 2009-12
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Citations: View citations in EconPapers (1)

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