Different Positive Feelings Leading to Different Ad Evaluations: The Case of Coziness, Excitement, and Romance
Faseur, Tine Geuens, Maggie
Faseur, Tine
Geuens, Maggie
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2006-12
Journal
Journal of Advertising
Book
Publication Volume
35
Publication Issue
4
Publication Begin page
129
Publication End page
142
Publication Number of pages
Collections
Abstract
This study contributes to the debate about the valence-based versus the multidimensional view of feelings. The differential impact of three different positive context- and ad-induced feelings on ad effectiveness was compared. Support for the multidimensional view of feelings was found in the sense that ad- and context-evoked coziness, excitement, and romance had a different impact on ad evaluations. In addition, a significant interaction effect between ad- and contextinduced feelings indicated that ads that were exciting, romantic, and cozy scored best in a feeling-congruent context.
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Keywords
35 Commerce, Management, Tourism and Services, 3506 Marketing, Acquired Cognitive Impairment, Neurosciences, Dementia, Aging, Brain Disorders, Alzheimer's Disease, Neurodegenerative, Alzheimer's Disease including Alzheimer's Disease Related Dementias (AD/ADRD)