The role of emotion in advertising
Identifieur interne : 001476 ( Main/Exploration ); précédent : 001475; suivant : 001477The role of emotion in advertising
Auteurs : Morris B. Holbrook [États-Unis] ; John O'Shaughnessy [États-Unis]Source :
- Psychology & Marketing [ 0742-6046 ] ; 1984-06.
English descriptors
- Teeft :
- Academic press, Advertising effectiveness, Advertising effects, Advertising research, Advertising strategy, Affective, Affective reactions, American psychologist, Arbor, Arousal, Attitude change, Bagozzi, Batra, Behavioral research, Bindra, Classical conditioning, Cognition, Cognitive, Cognitive appraisal, Cognitive processes, Columbia university, Consumer behavior, Consumer research, Consumer response, Consumption experience, Content analysis, Contingency approach, Dienstbier, Emotion, Emotional appeal, Emotional appeals, Emotional content, Emotional process, Emotional processes, Emotional responses, Expressive behavior, Fishbein ajzen, Future research, Golden johnson, Graduate school, Holbrook, Holbrook hirschman, Individual differences, John wiley sons, Kleinginna, Kleinginna kleinginna, Managerial issues, Marketing research, Marketing researchers, Message content, Methodological problems, Mitchell olson, Motivational, Nebraska press, Negative emotions, Other motivational, Overall evaluation, Personal values, Physiological changes, Physiological responses, Plenum press, Psychological bulletin, Psychological review, Psychophysiological, Psychophysiological measures, Put0 wells, Relative effectiveness, Researcher, Such plans, Such questions, Typology, Unconditioned response, Unidimensional continuum, Verbal scales, Weinstein, Zajonc, Zajonc markus.
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.
Url:
DOI: 10.1002/mar.4220010206
Affiliations:
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