Emotional advertising: Revisiting the Role of Product Category

Maggie Geuens, P. de Pelsmacker, T. Faseur and -
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Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a non-emotional and a product-congruent or product-incongruent emotional appeal promoting four different product types. In a third study, 909 respondents evaluate 323 existing TV commercials. The findings confirm expectations based on the Affect Infusion model and indicate that for none of the product types negative effects of emotional advertisements appear. However, emotional ads do work better for some than other product types. In addition to clearing out the moderating role of product type, this paper contributes to the literature by showing that previous poorer results of emotional ads for some products may be partly due to less positive attitudes towards the products themselves instead of to the inappropriateness of the appeal.

Keywords: ad effectiveness; emotional advertising; involvement; hedonic-utilitarian (search for similar items in EconPapers)
Pages: 34 pages
Date: 2010-03
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (1)

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Journal Article: Emotional advertising: Revisiting the role of product category (2011)
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:10/646

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