The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials
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- 作者：Michel Tuan Pham ; Maggie Geuens ; Patrick De Pelsmacker
- 关键词：Advertising ; Emotions ; Feelings ; Involvement ; Motivation ; Empirical generalizations
- 刊名：International Journal of Research in Marketing
- 出版年：December, 2013
- 年：2013
- 卷：30
- 期：4
- 页码：383-394
- 全文大小：330 K
文摘
It has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1576 consumers to 1070 TV commercials from more than 150 different product categories. The findings suggest five empirical generalizations. First, ad-evoked feelings indeed have a substantial impact on brand evaluations, even under conditions that better approximate real marketplace settings than past studies did. Second, these effects are both direct and indirect, with the indirect effects largely linked to changes in attitude toward the ad. Third, these effects do not depend on the level of involvement associated with the product category. However, fourth, the effects are more pronounced for hedonic products than utilitarian products. Finally, these effects do not depend on whether the products are durables, nondurables, or services, or whether the products are search goods or experience goods.