Measuring Multiple Emotional Responses to a Single Television Commercial

Abstract

Research on emotion and advertising has focused on emotional responses in the viewer and include links between emotional responses, recall, attitude-toward-the-ad, and purchase behavior (Holbrook & O'Shaughnessy, 1984;Thorson, 1989). The fact that both positive and negative emotional responses to the same advertisement have been found (Edell & Burke, 1987) suggests that these relationships might be more complex than previously thought. If more than one emotional response occurs within the same commercial, then a measurement of overall emotion may be insufficient to explain the effects of emotion. For example, one McDonalds commercial has a father sharing french fries with his eight-year-old daughter and then feeling left out when she becomes a teenager and shares fries with her friends instead. After watching the entire ad, viewers might describe it as slightly pleasant. This description would miss the fact that more than one emotional response may have been experienced, a very pleasant emotional response to the first part and a slightly sad emotional response to the second half. These multiple responses may or may not turn out to be significant in the long run, but no researchers have yet addressed this problem empirically. If a method is found for detecting multiple emotional responses to a single commercial the next step may be to explore the relationship among the responses.

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