Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance
| dc.contributor.author | Faseur, Tine | |
| dc.contributor.author | Geuens, Maggie | |
| dc.date.accessioned | 2017-12-02T14:23:21Z | |
| dc.date.available | 2017-12-02T14:23:21Z | |
| dc.date.issued | 2005 | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12127/1882 | |
| dc.description.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. | |
| dc.language.iso | en | |
| dc.publisher | Vlerick Business School | |
| dc.subject | Consumer Behaviour | |
| dc.title | Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance | |
| refterms.dateFOA | 2019-10-14T14:27:09Z | |
| dc.source.issue | 32 | |
| dc.source.numberofpages | 30 | |
| vlerick.knowledgedomain | Marketing & Sales | |
| vlerick.supervisor | ||
| vlerick.typecomm | Working paper | |
| vlerick.vlerickdepartment | MKT | |
| dc.identifier.vperid | 110634 | |
| dc.identifier.vperid | 51213 | |
| dc.identifier.vpubid | 2118 |
