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The influence of ad-evoked feelings on brand evaluations: empirical generalizations from consumer responses to more than 1000 TV commercials
Pham Tuan, Michel Geuens, Maggie De Pelsmacker, Patrick
Pham Tuan, Michel
Geuens, Maggie
De Pelsmacker, Patrick
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2013
Journal
International Journal of Research in Marketing
Book
Publication Volume
30
Publication Issue
4
Publication Begin page
383
Publication End page
394
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Abstract
It has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1576 consumers to 1070 TV commercials from more than 150 different product categories. The findings suggest five empirical generalizations. First, ad-evoked feelings indeed have a substantial impact on brand evaluations, even under conditions that better approximate real marketplace settings than past studies did. Second, these effects are both direct and indirect, with the indirect effects largely linked to changes in attitude toward the ad. Third, these effects do not depend on the level of involvement associated with the product category. However, fourth, the effects are more pronounced for hedonic products than utilitarian products. Finally, these effects do not depend on whether the products are durables, nondurables, or services, or whether the products are search goods or experience goods.
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Keywords
Advertising, Emotions, Feelings, Involvement, Motivation, Empirical Generalizations