Emotion in advertising : theoretical and practical explorations

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Bibliographic Information

Emotion in advertising : theoretical and practical explorations

edited by Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky

Quorum Books, 1990

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Note

Papers presented at a conference held in May 1988, sponsored by Lowe Marschalk, Inc

Includes bibliographies and index

Description and Table of Contents

Description

Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.

Table of Contents

Preface: Emotion and Advertising: An Timely Union by Julie A. Edell Theoretical Approaches Conceptual Issues Emotion in Advertising: An Agency Point of View by Stuart J. Agres On Using Classical Conditioning Methods for Researching the Impact of Ad-Evoked Feelings by Chris T. Allen and Terence A. Shimp Individual Responses to Advertising: Mood and Its Effects from an Information Processing Perspective by Thomas K. Srull A Micro Approach to Studying Feeling Responses to Advertising: The Case of Warmth by David A. Aaker and Douglas M. Stayman Transformational Advertising: Current State of the Art by Christopher A. Puto and Robert W. Hoyer Fear Appeals in Advertising: An Emotion Attribution Approach by Malcolm C. Smith, Kristina A. Frankenberger, and Lynn R. Kahle General Measurement Issues Facing up to the Challenge of Measuring Emotional Response to Advertising by Trent H. Punnett and Richard W. Pollay Ad-Specific Emotional Responses to Advertising by J. Edward Russo and Debra L. Stephens Current Research on Ad Stimuli and Viewer Characteristics Ads as Emotional Stimuli Communication and Arousal of Emotion: Some Implications of Facial Expression Research for Magazine Advertisements by Fairfid M. Caudle Influences on Emotional Response to Commercials of Different Executional Styles by Cheon-Soung Park and Esther Thorson When Are Feelings Generated? Assessing the Presence and Reliability of Feelings Based on Storyboards and Animatics by Ronald C. Goodstein, Julie A. Edell, and Marian Chapman Moore Does What We See Influence How We Feel? Felt Emotions Versus Depicted Emotions in TV Commercials by Patricia A. Stout, Pamela M. Homer, and Scott S. Liu Affect and Attitudes in Advertising: The Impact of Brand Name and Product Category Introductory Position by Julie A. Edell and Helen H. Anderson Impact of Emotional Advertising on Consumer Responses Consumer Emotional Reactions to Television Advertising and Their Effects on Message Recall by Basil G. Englis The Memory Impact of Commercials Varying in Emotional Appeal and Product Involvement by Thomas J. Page, Jr., Esther Thorson, and Maria Papas Heide A Three-Component Model of Attitude Toward the Ad: Effects on the Zipping and Zapping of Television Commercials by T.J. Olney, Rajeev Batra, and Morris B. Holbrook Stimulus-Viewer Interactions Message Effectiveness Can Be Increased by Matching Appeals to Recipients' Self-Schemas: Laboratory Demonstrations and a National Field Experiment by Timothy C. Brock, Carol Bridgwater, and Laura A. Brannon The Relationship Between Advertising and Consumers' Moods: A Synergistic Approach by Ronald Paul Hill and Debra F. Stephens Epilogue Consumer Psychology's Potential Contribution to Social Science by John Maloney Index

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