Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance

T. Faseur and Maggie Geuens

Vlerick Leuven Gent Management School Working Paper Series from Vlerick Leuven Gent Management School

Abstract: This study contributes to the debate about the valence-based versus the multi-dimensional views 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 multi-dimensional view of feelings was found in the sense that ad- and context-evoked coziness, excitement and romance had a different impact on attitudes to ads. Moreover, in the area of context effects further support for the multi-dimensional view of feelings was found: the exciting, the romantic and the cozy ads scored best after recounting a feeling-congruent story.

Pages: 30 pages
Date: 2006-02-12
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Working Paper: Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance (2004)
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