Faseur, TineGeuens, Maggie2017-12-022017-12-0220060091-336710.2753/JOA0091-3367350409http://hdl.handle.net/20.500.12127/2272This study contributes to the debate about the valence-based versus the multidimensional view of feelings. The differential impact of three different positive context- and ad-induced feelings on ad effectiveness was compared. Support for the multidimensional view of feelings was found in the sense that ad- and context-evoked coziness, excitement, and romance had a different impact on ad evaluations. In addition, a significant interaction effect between ad- and contextinduced feelings indicated that ads that were exciting, romantic, and cozy scored best in a feeling-congruent context.enConsumer BehaviourJournal of Advertising1557-7805110634512132540