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dc.contributor.authorFaseur, Tine
dc.contributor.authorGeuens, Maggie
dc.date.accessioned2017-12-02T14:23:21Z
dc.date.available2017-12-02T14:23:21Z
dc.date.issued2005
dc.identifier.urihttp://hdl.handle.net/20.500.12127/1882
dc.description.abstractThis 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.
dc.language.isoen
dc.publisherVlerick Business School
dc.subjectConsumer Behaviour
dc.titleDifferent positive feelings leading to different ad evaluations: the case of coziness, excitement and romance
dc.source.issue32
dc.source.numberofpages30
vlerick.knowledgedomainMarketing & Sales
vlerick.supervisor
vlerick.typecommWorking paper
vlerick.vlerickdepartmentMKT
dc.relation.urlhttp://public.vlerick.com/Publications/20522f07-6aa9-e011-8a89-005056a635ed.pdf
dc.identifier.vperid110634
dc.identifier.vperid51213
dc.identifier.vpubid2118


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