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

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    Publication type
    Working paper
    Author
    Faseur, Tine
    Geuens, Maggie
    Publication Year
    2005
    Publication Issue
    32
    Publication Number of pages
    30
    
    Metadata
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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.
    Keyword
    Consumer Behaviour
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/1882
    Other links
    http://public.vlerick.com/Publications/20522f07-6aa9-e011-8a89-005056a635ed.pdf
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