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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
Working paper
Editor
Supervisor
Publication Year
2005
Journal
Book
Publication Volume
Publication Issue
32
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Publication End page
Publication NUmber of pages
30
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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.
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Keywords
Consumer Behaviour