Affective Responses Mediating Acceptance of Advertising

Emotions' Impact On Tourists' Satisfaction with Ski Resorts: The Mediating Role of Perceived Value

“…Although the main aim of the author was to propose an inventory large enough to cover the broad set of consumption emotions, she reduced it by deleting the redundant terms and by gathering the remaining ones in 16 clusters such as excitement, anger and surprise. Her approach is thus comparable to the factorial one (Mehrabian and Russell, 1974;Batra and Ray, 1986;Batra and Holbrook, 1990). Finally, it is noteworthy that Richins also compared the CES to other instruments including the PAD of Mehrabian and Russell (1974), the inventory of Plutchik (1980) as well as Batra and Holbrook's affective responses to Ad categories (1990).…”

“…Concerning the measurement of emotions, two approaches coexist in marketing research. The first one views emotions as being categorical, independent and recognizable (Izard, 1977;Kemper, 1978;Plutchik, 1980), while the second one considers that emotions arise from a combination of two or three factors, generally pleasure, arousal and dominance (Mehrabian and Russell, 1974;Batra and Ray, 1986;Batra and Holbrook, 1990).…”

Impacto Da Distância Social Nas Transgressões Entre Empresas E Consumidores

“…Em ocasiões desagradáveis, incontroláveis e de injustiça, quando o agente causador do desequilíbrio é externo (neste caso, a empresa responsável pela falha), emoções específicas como a irritação são evocadas e influenciam a avaliação do relacionamento pela vítima ou parte afetada (como o consumidor ou terceiros) (Batra & Ray, 1986;Demoulin, 2011). As emoções negativas podem ser categorizadas em: atribuídas ao eu, atribuídas ao outro e atribuídas à situação (Tronvoll, 2011).…”

“…Como a raiva é tida como parte do construto irritação (Batra & Ray, 1986), entende-se que a irritação é a reação afetiva mais intensa no caso de uma transgressão. Além disso, estudos anteriores, como o de Gal e Liu (2011), sugerem que mensurar a irritação é melhor, pois a raiva normalmente é vista como um termo ou palavra muito forte.…”

Changing Roles, Changing Preferences? The Dual Impact of Gender Identity on Preferences for Sex Specific Advertising Stimuli

“…Affective reactions play a fundamental role in both attention processes and attitudinal processes and therefore can be seen as the core-element in the advertising process (Batra and Ray, 1986;Holbrook and Batra, 1987). In this study, positive affective reactions are considered as direct, spontaneous ad preferences.…”