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dc.contributor.authorPham Tuan, Michel
dc.contributor.authorGeuens, Maggie
dc.contributor.authorDe Pelsmacker, Patrick
dc.date.accessioned2017-12-02T14:52:31Z
dc.date.available2017-12-02T14:52:31Z
dc.date.issued2013
dc.identifier.doi10.1016/j.ijresmar.2013.04.004
dc.identifier.urihttp://hdl.handle.net/20.500.12127/4835
dc.description.abstractIt has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1576 consumers to 1070 TV commercials from more than 150 different product categories. The findings suggest five empirical generalizations. First, ad-evoked feelings indeed have a substantial impact on brand evaluations, even under conditions that better approximate real marketplace settings than past studies did. Second, these effects are both direct and indirect, with the indirect effects largely linked to changes in attitude toward the ad. Third, these effects do not depend on the level of involvement associated with the product category. However, fourth, the effects are more pronounced for hedonic products than utilitarian products. Finally, these effects do not depend on whether the products are durables, nondurables, or services, or whether the products are search goods or experience goods.
dc.language.isoen
dc.subjectAdvertising
dc.subjectEmotions
dc.subjectFeelings
dc.subjectInvolvement
dc.subjectMotivation
dc.subjectEmpirical Generalizations
dc.titleThe influence of ad-evoked feelings on brand evaluations: empirical generalizations from consumer responses to more than 1000 TV commercials
dc.identifier.journalInternational Journal of Research in Marketing
dc.source.volume30
dc.source.issue4
dc.source.beginpage383
dc.source.endpage394
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleVlerick strategic journal article
vlerick.vlerickdepartmentMKT
dc.identifier.vperid32045
dc.identifier.vperid51213
dc.identifier.vperid167247
dc.identifier.vpubid5766


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