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    The post-acquisition performance of acquired entrepreneurial firms

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    Publication type
    Book Chapter
    Author
    Feys, Charlotte
    Manigart, Sophie
    Publication Year
    2010
    Book
    Frontiers of Entrepreneurship Research 2010
    Publication Volume
    30
    Publication Issue
    1
    
    Metadata
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    Abstract
    In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a non-emotional and a product-congruent or product-incongruent emotional appeal promoting four different product types. In a third study, 909 respondents evaluate 323 existing TV commercials. The findings confirm expectations based on the Affect Infusion Model and indicate that for none of the product types negative effects of emotional advertisements appear. However, emotional ads do work better for some than other product types. In addition to clearing out the moderating role of product type, this paper contributes to the literature by showing that previous poorer results of emotional ads for some products may be partly due to less positive attitudes towards the products themselves instead of to the inappropriateness of the appeal.
    Keyword
    Accounting & Finance
    Knowledge Domain/Industry
    Accounting & Finance
    URI
    http://hdl.handle.net/20.500.12127/4238
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