Mixed Emotions In TV Advertisements Are Not So Bad

Cécile Colin () and Olivier Droulers ()
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Cécile Colin: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research examines the influence of mixed, versus positive, emotions in TV advertisements on attitude toward the advertisement. Prior research showed that mixed emotions depicted on printed advertisements create more discomfort and less favorable attitude toward the advertisement than positive advertisements, especially for individuals with low propensity to accept duality. On the contrary, we show that, participants developed equally favorable attitudes toward mixed and positive emotional advertisements. We further investigate a potential change of the effect of mixed advertisements on attitude toward advertisement over time. Participants viewed the advertisements three times (day 1, day 7 and day 17). The results of the third viewing showed no deleterious effect of mixed compared to positive advertisements on attitudes toward the advertisement. This finding implies that absence of deleterious effect is consistent over time. In other words, mixed and positive emotional advertisements are still equally appreciated.

Keywords: TV advertisements; Attitude toward the advertisement; Mixed emotions (search for similar items in EconPapers)
Date: 2016-07-19
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Published in 19th World Marketing Congress of the Academy of Marketing Science, Jul 2016, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05241928

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