Activation Research: Psychobiological Approaches in Consumer Research

Kroeber-Riel, Werner

doi:10.1086/208736

Cited by 216 publications

(75 citation statements)

References 33 publications

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“…When a person experiences increased arousal, processing of stimulusrelated information increases, and in turn, increased attention to processing results in greater acquisition and storage of information (Kroeber-Riel 1979). This is called the processing efficiency principle.…”

Section: Arousalmentioning

confidence: 99%

Sponsorship-Linked Marketing: Opening the Black Box

Cornwell

Weeks

Roy

2005

Journal of Advertising

503

397

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Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual-and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

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Section: Arousalmentioning

confidence: 99%

Sponsorship-Linked Marketing: Opening the Black Box

Cornwell

Weeks

Roy

2005

Journal of Advertising

503

397

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“…The Intensity perspective emphasizes arousal induced by the program. It suggests that intensity narrows attention to the stimuli responsible for the emotional experience, thereby facilitating encoding and subsequent recall of these relevant stimuli (Easterbrook, 1959;Kroeber-Riel, 1979;Pavelchak et al, 1988), and inhibits recall of other peripheral stimuli, such as commercials. Mundorf et al (1991) observed that individuals who are cognitively preoccupied with a news story that evokes a strong affective reaction are unable to pay close immediate attention to subsequent commercials.…”

Section: The Effects Of the Intensity Of Mood States On Processing Inmentioning

confidence: 99%

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

Newell

Henderson

2001

Psychology and Marketing

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During the past two decades, marketing researchers and advertising 1136 NEWELL, HENDERSON, AND WU practitioners have increased their efforts to identify the "blessed mood" states within which consumer attitudes can be anticipated and purchase intention predicted. Processing Efficiency and Intensity principles have emerged from the literature to suggest that mood states color the arguably unintelligible world of consumer behavior. The Processing Efficiency principle holds that the level of pleasure derived from a media experience (e.g., TV, radio, print, etc.) affects message recall, and the Intensity principle suggests that the degree of arousal experienced governs consumer receptiveness to promotional efforts. Research is inconclusive regarding which, if either, of these theories better explains how consumers process information. Past conflicting research findings may have been the result of examining only one dimension of program context on consumer response. Recent studies have attempted to tease the answer from experiments that combine Processing Efficiency and Intensity principle conditions.In contrast to the majority of the research in this area that has relied In contrast to the majority of the research in this area which has relied on controlled laboratory experiments, this article presents results of a study conducted in a real-world setting that combines both dimensions of emotional response to investigate the relationship between mood and viewer recall of advertisements. Specifically, this study examines the effects of mood states on viewers' ability to recall advertising messages broadcast during Super Bowl XXXIV. First, the wide range of recent mood and emotion research is presented and hypotheses are developed. Next, the collection procedure and methodology used in the empirical study are reviewed and the results of the study are reported. Finally, discussion of the results and avenues of future research are presented. BACKGROUND

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“…There is considerable evidence that the arousal intensity of an affective experience increases people's immediate and long-term memory for this experience (Bradley, Greenwald, Petry, & Lang, 1992;Kroeber-Riel, 1979;Thorson & Friestad, 1989), especially with respect to the central elements of this experience (Christianson, Loftus, Hoffman, & Loftus, 1991). This appears to be the case even when the source of arousal is unrelated to the material to be learned and comes after the learning has taken place, which suggests that the phenomenon may be due, in part, to a better consolidation of memory traces under high emotional arousal (Nielson, Yee, & Erickson, 2005).…”

Section: Memory For Affective Experiencesmentioning

confidence: 99%

The Nature and Role of Affect in Consumer Behavior

Cohen

Pham

Andrade

Handbook of Consumer Psychology

233

287

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research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics. Within psychology more generally, Schimmack and Crites (2005) located 923 references to affect between 1960 and 1980 and 4,170 between 1980 and 2000. Since research on affect has become more specialized, this chapter will concentrate on the various ways affect influences judgment and choice rather than on broader and historical perspectives.These will include the role of affect in information retrieval, differential processing of affectively colored information (including the role of affect in strengthening mental associations and memory consolidation), how and when affect provides information that influences judgments and decisions, and the motivational role of affect in guiding behavior and signaling the need for changes in vigilance, intensity, and direction. We begin, however, with some essential definitions. THE NATURE AND STRUCTURE OF AFFECT On Affect: Feelings, Emotions, and Moods What Affect MeansThere is still some carryover from the use of the term "affect" to also refer to what is, in essence, the evaluative aspect of attitudes. This stems from the classic tri-partite depiction of attitudes: cognitive, affective, and conative (see Eagly & Chaiken, 1993) and a failure to adequately differentiate between evaluative measures (e.g., favorable/unfavorable) and antecedent or subsequent processes, which might be feeling-based. Consistent with most recent 3 scholarly discussions, we reserve the term "affect" to describe an internal feeling state. One's explicit or implicit "liking" for some object, person, or position is viewed as an evaluative judgment rather than an internal feeling state. As Russell and Carroll (1999a) put it:"By affect, we have in mind genuine subjective feelings and moods (as when someone says, 'I'm feeling sad'), rather than thoughts about specific objects or events (as when someone calmly says, 'The crusades were a sad chapter in human history')." This chapter maintains the separation of affect as a feeling state that is distinct from either liking or purely descriptive cognition. So when we use the term "affect" to describe stimuli, internal and overt responses, it is only in relation to evoked feeling states. Imagine, in contrast, an advertisement whose words or images connote a happy (i.e., successful) outcome.Affective processes cannot merely be assumed. Alternative explanations (e.g., the advertised product seems likely to produce favorable outcomes) for so-called "affective" influences on subsequent evaluations and behavior must be ruled out before implicating affect. These include semantically associated changes in object meaning or construct accessibility.This definition also raises both philosophical and empirical questions about whether such a feeling state must be consciously experienced or whether we can be unaware that we are experiencing affect. Research where subliminally presented smiling or frowning faces were used to prime affect (outside of awarenes...

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Activation Research: Psychobiological Approaches in Consumer Research

Cited by 216 publications

References 33 publications

Sponsorship-Linked Marketing: Opening the Black Box

Sponsorship-Linked Marketing: Opening the Black Box

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

The Nature and Role of Affect in Consumer Behavior

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