The Impact of Affective Reactions on Attitudes toward the Advertisement and the Brand: A Step toward Ecological Validity

情感(语言学) 心理学 广告 自然(考古学) 社会心理学 态度 面部表情 沟通 考古 业务 历史
作者
Christian Derbaix
出处
期刊:Journal of Marketing Research [SAGE Publishing]
卷期号:32 (4): 470-479 被引量:215
标识
DOI:10.1177/002224379503200409
摘要

The author investigates the impact of affective reactions elicited by television advertisements on two variables of major interest in advertising: attitude toward the advertisement (Aad) and postexposure brand attitude (A bp ). Previous research has suffered from using non-natural settings, verbal measures of affect, and unknown brands. The author's study avoids forced exposure, uses a real program in which real commercials for unknown and known brands were embedded, and interviews subjects after they have viewed all the commercials. Thus, it offers a more natural setting in which to examine whether previously established relations between affective reactions and Aad and attitude toward the brand (A b ) still hold. The author measures affective reactions through facial expressions, as well as classical verbal measures, and finds that the contribution of affective responses to Aad and A bp is evident for verbal, but not facial, measures of affect. The impact of affective responses varies in a theoretically predictable way across familiar and unfamiliar brands, with the latter being more influenced by verbal affective reactions generated by the advertisement. The author presents several explanations for the results and offers issues for further research.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
PDF的下载单位、IP信息已删除 (2025-6-4)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
2秒前
7秒前
风趣问雁完成签到 ,获得积分10
8秒前
8秒前
9秒前
111111zx111发布了新的文献求助10
12秒前
13秒前
温柔季节发布了新的文献求助10
14秒前
song完成签到 ,获得积分10
14秒前
qqq发布了新的文献求助10
14秒前
15秒前
15秒前
JamesPei应助王武聪采纳,获得10
16秒前
Rondab应助失眠的狗采纳,获得10
18秒前
19秒前
19秒前
wkjfh完成签到,获得积分0
20秒前
唐卟哩钵完成签到,获得积分10
20秒前
Rondab应助hg08采纳,获得10
21秒前
拓跋凝海完成签到,获得积分10
21秒前
21秒前
23秒前
24秒前
沉默的宛筠应助liu采纳,获得10
24秒前
Transition发布了新的文献求助10
25秒前
家家完成签到 ,获得积分10
25秒前
默默的如凡完成签到,获得积分10
25秒前
26秒前
ioio发布了新的文献求助10
26秒前
qqq完成签到,获得积分10
28秒前
29秒前
天天快乐应助Amon采纳,获得10
30秒前
32秒前
34秒前
包李发布了新的文献求助10
36秒前
111111zx111完成签到,获得积分10
37秒前
精美礼物给精美礼物的求助进行了留言
38秒前
NexusExplorer应助raolixiang采纳,获得10
40秒前
40秒前
哲别发布了新的文献求助10
43秒前
高分求助中
A new approach to the extrapolation of accelerated life test data 1000
ACSM’s Guidelines for Exercise Testing and Prescription, 12th edition 500
‘Unruly’ Children: Historical Fieldnotes and Learning Morality in a Taiwan Village (New Departures in Anthropology) 400
Indomethacinのヒトにおける経皮吸収 400
Phylogenetic study of the order Polydesmida (Myriapoda: Diplopoda) 370
基于可调谐半导体激光吸收光谱技术泄漏气体检测系统的研究 350
Robot-supported joining of reinforcement textiles with one-sided sewing heads 320
热门求助领域 (近24小时)
化学 材料科学 医学 生物 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 遗传学 基因 物理化学 催化作用 冶金 细胞生物学 免疫学
热门帖子
关注 科研通微信公众号,转发送积分 3989797
求助须知:如何正确求助?哪些是违规求助? 3531914
关于积分的说明 11255516
捐赠科研通 3270597
什么是DOI,文献DOI怎么找? 1805008
邀请新用户注册赠送积分活动 882181
科研通“疑难数据库(出版商)”最低求助积分说明 809190