Department of Advertising

Emotion

BIBLIOGRAPHY:

As this web site develops, in the space below we will provide a bibliography of articles and books relevant to this topic. To the extent practical, bibliographic references will be annotated.

Anyone interested in submitting additional bibliographic material for this reference page, or for any of the others at this site, is welcome to send such material via e-mail to jef@mail.utexas.edu. Please type the references in the same format as is used here, and keep the annotations to a few sentences.

Attitude

  1. Darrel D. Muehling (1987). Comparative Advertising: The Influence of Attitude-Toward- The-Ad on Brand Evaluation. Journal of Advertising, 16 (4): 43-49.

    An experimental investigation of the impact of Aad on brand attitudes and attitudes toward purchasing the brand is undertaken in the context of comparative advertising. Variations of a print ad for an existing deodorant brand are used. The results of the study with student subjects indicate that affect transfer from ads to brands occurs almost exclusively for the sponsoring brand, not for the competitor.

  2. Scott B. MacKenzie, Richard J. Lutz, and George E. Belch (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23 (May): 130-43.

    Four competing structural models of the mediating role of attitude toward the ad are described, together with supporting empirical evidence for each. The models are tested via a structural equation analysis using data from two laboratory experiments. The results support for the dual mediation hypothesis which posits the attitude toward the influence brand attitude both directly and indirectly via affecting brand cognitions.

  3. C. Whan Park and S. Mark Young (1986). Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation. Journal of Marketing Research, 23 (February): 11-24.

    This paper empirically examines how consumers' involvement (low, high- cognitive, or high-affective involvement) and music as a peripheral cue affect the process of brand attitude formation. Television commercials for a hypothetical brand of shampoo introduced by a well-known company are used as stimuli in the experiment involving 120 female consumers between ages of 21 and 60. Results indicate that the effect of music on brand attitude varies by the type and level of involvement. Music is found to have a facilitative effect on brand attitude under the low involvement condition and a distracting effect in the cognitive involvement condition. Results do not provide clear evidence for the relationship between music and brand attitude under the affective involvement condition. Alternative explanations for the results are provided and implications for future research are discussed.

  4. Larry G. Gresham and Terence A. Shimp (1985). Attitude toward the Advertisement and Brand Attitudes: A Classical Conditioning Prospective. Journal of Advertising, 14 (1): 10-17, 49.

    A laboratory test is conducted of a classical conditioning hypothesis as the mediational process by which attitude toward the ad impacts brand attitudes. Results indicate that the attitude toward the ad influences brand attitudes. This study, however, fails to provide strong support for a classical conditioning hypothesis. Implications for theorizing and research in advertising are discussed.

  5. Meryl Paula Gardner (1985). Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set? Journal of Marketing Research, 22 (May): 192-98.

    This research examines the mediating role of set (brand vs. nonbrand) on the impact of brand-related beliefs and attitude toward the ad in the formation of brand attitude. Print ads for hypothetical brands of tennis balls and cooking oil are used as stimuli in the experiment involving 136 undergraduate students. Results indicate that attitude toward the affects brand attitude under a brand evaluation set as much as it does under a nonbrand evaluation set.

  6. Julie A. Edell and Marian C. Burke (1983). The Moderating Effect of Attitude Toward an Ad on Ad Effectiveness Under Different Processing Conditions. Advances in Consumer Research, 11: 644-49.

    The paper reviews four alternative models concerning the process by which attitude toward the ad mediates the effects of advertising on the attitude toward the brand and/or purchase intention. Competing hypotheses and empirical evidence are also discussed for each of the process models.

Feeling, Mood, and Emotion

  1. Meryl Paula Gardner and Frederick O. Wilhelm, Jr. (1987). Consumer Responses to Ads with Positive vs. Negative Appeals: Some Mediating Effects of Content- Induced Mood and Congruency Between Context and Ad. Current Issues and Research in Advertising, 10 (1): 81-98.

    This study investigates the influence of mood-inducing context on the persuasiveness of appeals of different types. A laboratory experiment is conducted with 225 undergraduates who are asked to read a mood-related story. Mockup print ads with only verbal contents are used as stimuli. Results indicate that the positive context-induced mood is associated with more favorable evaluations than the negative mood elicited. Also indicated are that affect is influenced by the interaction of context-induced mood and type of appeals, and that ad affect mediates such effect. Implications for the development of theory, applications, and future research are discussed.

  2. Chris T. Allen, Karen A. Machleit, and Susan S. Marine (1987). On Assessing the Emotionality of Advertising Via Izard's Differential Emotions Scale. Advances in Consumer Research, 15: 226-31.

    Two scales containing ten discrete emotions are derived from Izard's differential emotions theory. Using student subjects, two studies are conducted to empirically test the viability of the scales as alternative methods to capture the multidimensional nature of ad-evoked emotion. Results suggest the measures can be adapted to a variety of advertising contexts while maintaining their desirable psychometric properties.

  3. Julie A. Edell and Marian C. Burke (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research, 14 (December): 421-33.

    Two experiments are conducted to examine whether feelings occur as a results of viewing television commercials, the relative importance of feelings and judgments of the ad's characteristics on several advertising outcomes, and the variation in the importance of feelings given different ad characteristics. The research involves subjects recruited on university campus and/or via ads in the newspaper, and uses as experimental stimuli authentic television commercials for various established brands of products being aired on television (Study 1) and for new products or services not available in the experimental locale (Study 2). Results indicate that negative and positive feelings, occurring concurrently, are both important predictors of the ad's effectiveness. They are found to contribute uniquely to attitude toward the ad, beliefs about the brand's attributes, and attitude toward the brand. The study also indicate that the relative importance of feelings and judgments of the ad's characteristics varies depending on whether the ad is predominantly informational or informational.

  4. Ronald Paul Hill (1987). The Effects of Advertisements on Consumers' Mood States: An Interactive Perspective. Advances in Consumer Research, 15: 131-34.

    This paper discusses the issue of how a consumer's mood state interacts with the mood and information contained in an ad to produce ad and brand attitudes. A number of propositions regarding the process are presented.

  5. Patricia A. Stout and Roland T. Rust (1986). The Effect of Music on Emotional Response to Advertising. Proceedings of the 1986 Convention of the American Academy of Advertising, Ernest F. Larkin (ed.): R82-R84.

    This paper examines the relationship between music and emotional response to advertising and the effect of music on measures of recall and attitude toward the ad. Finished 30-second television commercials professionally created are used as stimuli in the experiment with 60 women recruited via mall intercepts. Emotional responses are coded according to three levels (descriptive, empathic and experiential). The findings indicate that music has no effect on recall, while the commercial without music is better liked and elicits a higher degree of descriptive and empathic emotional response.

  6. David M. Zeitlin and Richard A. Westwood (1986). Measuring Emotional Response. Journal of Advertising Research, 26 (October/November): 34-44.

    The article discusses various aspects of human emotion and presents for emotional response a measurement system using verbal rating scales, which is drawn heavily from Plutchik's eight-variable theory of emotion. Eight patterns of emotional communications, such as sentimentality (acceptance plus joy) and love that product, hate that ad (acceptance, joy, or anticipation, plus anger and disgust), are discussed with related examples of commercials.

  7. Thomas K. Srull (1986). Memory, Mood, and Consumer Judgment. Advances in Consumer Research, 14: 404-7.

    The research investigates the impact of subjective mood states on the processing of information presented in ads. From an information processing perspective that distinguishes between retrieval and computational processes is presented a model of how subjective affective states influence product evaluations. Various propositions of the model are tested in a series of experiments conducted with student subjects. Results suggest that at least some mood effects can be accounted for quite well by the proposed paradigm. The paper provides possible explanations for the results inconsistent with the model.

  8. Morris B. Holbrook and Rajeev Batra (1986). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14 (December): 404-20.

    A multidimensional approach si proposed to examine the way in which emotional reactions to advertising mediate the relationship between advertising content and attitudes toward the ad or brand. An empirical application of the approach involving 72 TV commercials is shown to demonstrate the usefulness of the method in assessing the role of emotions as mediators of consumer response to advertising. Findings of the study also suggest the importance of incorporating the full range of ad-evoked emotions into the model of communication process.

  9. Andrew A. Mitchell (1985). Some Issues Surrounding Research on the Effects of 'Feeling Advertisements.' Advances in Consumer Research, 13: 623-28.

    The author argues that strict information processing models of advertising effects do not adquately explain the effect of "feeling" ads. The paper discusses various theoretical issues concerning affective states deemed critical to developing theoretical models of how "feeling" ads may work. A number of issues are also discussed with regard to competing hypotheses for the process.

  10. Marian Friestad and Esther Thorson (1985). Emotion-Eliciting Advertising: Effects on Long Term Memory and Judgment. Advances in Consumer Research, 13: 111-16.

    This article examines memory and attitudinal impact of emotional messages after an extensive delay and the effects of encoding instructions designed to promote either episodic or semantic processing of the message. 30-second finished television commercials employing various executional styles are shown to student subjects in a laboratory setting. Their responses are collected through telephone interview 6 to 8 weeks later. The study finds a stronger long-term memory and more positive judgements associated with emotional messages relative to the neutral ads. It is also suggested that emotion do not differentially affect episodic and semantic encoding.

  11. Ronald P. Hill and Michael B. Mazis (1985). Measuring Emotional Responses to Advertising. Advances in Consumer Research, 13: 164-69.

    The paper discusses the need to incorporate the additional measures for emotional components of cognitive response, attitudes toward the ad, and brand attitude into the traditional approach of measuring these variables. In an experiment with student subjects, affective cognitive response (positive vs. negative affect) are found to be useful in assessing the impact of emotional television commercials. Results also indicate that the ad rating factors developed by Leavitt and Wells, such as those labeled as amusing, energetic, authoritative, etc., are more effective than the traditional evaluative measures.

  12. Morris B. Holbrook and John O'Shaughnessy (1984). The Role of Emotion in Advertising. Psychology and Marketing, 1(2): 45-64.

    The paper discusses the conceptual distinction between emotion and other motivational, affective constructs, and presents a model of the emotional process and a typology of emotional content. The authors also address some managerial issues concerning the use of emotional appeals and methodological problems in measuring emotions. Directions for future research are suggested.

  13. Patricia Stout and John D. Leckenby (1984). The Rediscovery of Emotional Response in Copy Research. Proceedings of the 1984 Convention of the American Academy of Advertising, Donald R. Glover (ed.): 40-45.

    The paper presents a conceptual definition of emotion drawn from advertising and psychology literature and a preliminary development of a coding scheme for analysis of affective verbal responses. A pilot test using television advertising is coducted with a group of women selected via mall intercepts. Results show that ad-evoked emotional responses or feelings in respondents are not unidimensional and can be categorized into the different types considered in the study.

  14. Peter Weiberg and Franz-Josef Konert (1983). Emotional Facial Expressions in Advertising. Advances in Consumer Research, 11: 607- 11.

    This study attempts to determine whether the pre-setting of criteria for the mimical presentation of emotions can lead to more valid evaluation of ads than histrionic intuition alone. A set of criteria for the non-verbal presentation of emotional facial expressions is applied in an experiment involving 80 subjects. Results show that specific emotions can be defined by a set of categories for the mimicry in advertising.

  15. Werner Kroeber-Riel (1983). Emotional Product Differentiation By Classical Conditioning. Advances in Consumer Research, 11: 538-43.

    It is argued that emotional advertising could achieve product differentiation via classical conditioning, independent of knowledge and use of the product. Based on the empirical results from a previous study by the author, the article lists some of the conditions required for effective conditioning.

© 1995, 1996, 1997 Jef I. Richards
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