Place the good after the bad: effects of emotional shifts on consumer memory

Gianluigi Guido (), Marco Pichierri () and Giovanni Pino ()
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Gianluigi Guido: University of Salento
Marco Pichierri: Alma Mater Studiorum University of Bologna
Giovanni Pino: University of Salento

Marketing Letters, 2018, vol. 29, issue 1, No 5, 49-60

Abstract: Abstract Marketing research has a limited understanding about the effects arising from emotional shifts (i.e., the transition from one emotion to another) during the same advertising message. This paper sheds light on this topic through two studies. Study 1 examines whether an advertising message that features a negative-to-positive emotional shift (i.e., a shift from a negative to a positive emotion) generates greater recall of an advertised brand than an advertising message with a neutral-to-positive emotional shift (i.e., a shift from a neutral to a positive emotion) or one with no emotional shift. Study 2 examines whether an advertising message that simulates a buyer-seller encounter—with the seller reproducing a negative-to-positive emotional shift via facial expressions—generates a greater recall of the advertised content than an identical advertisement with no emotional shift. Results confirm that a negative-to-positive shift facilitates the recall of both the brand and the advertised information.

Keywords: Emotional shifts; Improving sequences; Facial expressions; Brand recall; Information recall (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/s11002-017-9439-0

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