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The role of emotion in advertising

296 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract This paper addresses the reemergence of attention to the role of emotion in advertising. Conceptual clarity requires that emotions be distinguished from other motivational and affective constructs. Having thus narrowed our focus, we present a model of the emotional process and a typology of emotional content. We then address some related managerial issues in advertising strategy and methodological problems in measuring emotions. Finally, the preceding considerations suggest directions for future research on the role of emotion in advertising.

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References

1980A circumplex model of affect.1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2025Advances in Consumer Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1980Feeling and thinking: Preferences need no inferences.1974An approach to environmental psychology 1962Cognitive, social, and physiological determinants of emotional state.1960Conflict, arousal, and curiosity.

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2019The Role of Marketer-Generated Content in Customer Engagement Marketing 1987Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising 1999An international analysis of emotional and rational appeals in services vs goods advertising 2004THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects 1998The Role of Affect in Marketing 1995Retail Services Advertising: The Effects of Appeal, Medium, and Service

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