感情用事
产品类型
广告
产品类别
心理学
上诉
对比度(视觉)
社会心理学
产品(数学)
业务
情感(语言学)
沟通
政治学
数学
计算机科学
人工智能
程序设计语言
法学
几何学
作者
Maggie Geuens,Patrick De Pelsmacker,Tine Faseur
标识
DOI:10.1016/j.jbusres.2010.03.001
摘要
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.
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