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Brand Relationships: Strengthened by Emotion, Weakened by Attention

154 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships. This assertion is tested using a new research copy-testing system—the CEP™Test—and the results confirm that favorability toward brands is strongly correlated with emotional content in advertising, but not with factual content. However, learning from psychology indicates that high attention weakens the effect of emotional content, so the implications are that advertising aimed at building strong brand relationships might be more effective if processed at lower levels of attention.

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References

1891The Principles of Psychology 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1980Feeling and thinking: Preferences need no inferences.1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1975Pragmatics of Human Communication 1989Exposure and affect: Overview and meta-analysis of research, 1968-1987.2004When Good Brands Do Bad

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