Developing a typology of affective responses to advertising

Batra, Rajeev; Holbrook, Morris B.

doi:10.1002/mar.4220070103

Cited by 125 publications

(73 citation statements)

References 19 publications

(18 reference statements)

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“…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).…”

Section: Emotions and Consumption Experiencesmentioning

confidence: 90%

“…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).…”

Section: Emotions and Consumption Experiencesmentioning

confidence: 99%

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

Bonnefoy-Claudet

Ghantous

2013

Journal of Travel & Tourism Marketing

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and peacefulness -and a strong mediating role of overall perceived value between consumption emotions and satisfaction. Emotions related to "surprise" play no significant role in the evaluation of the ski resort experience. The present findings suggest that managers should focus on staging customers' stay at the resort to stimulate an emotional experience and position their packages based on the promise of such emotional experiences.

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Section: Emotions and Consumption Experiencesmentioning

confidence: 90%

Section: Emotions and Consumption Experiencesmentioning

confidence: 99%

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

Bonnefoy-Claudet

Ghantous

2013

Journal of Travel & Tourism Marketing

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“…This is particularly relevant in service contexts, since customer encounters with products, brands and employees can lead to intense emotions (see Matilla and Enz, 2002) and Holbrook's (1990) scales measuring affective responses to advertising.…”

Section: Measuring the Emotional Elements Of Customer Experiencementioning

confidence: 99%

“…In the first study, Richins collected a large list of consumer emotions in their own vocabulary, identifying 175 distinct emotion descriptors. Studies two through four narrowed the list to a Consumption Emotion Set (CES) which were tested against key emotion measures including: Mehrabian and Russell's (1974) PAD measure, Izard's (1977) DES-II measure, Havlena and Holbrook's (1986) adaptation of Plutchik's measures, Edell and Burke's (1987) measures of feelings induced by advertising and Batra and Holbrook's (1990) scales measuring affective responses to advertising.…”

Section: Measuring the Emotional Elements Of Customer Experiencementioning

confidence: 99%

The interplay of customer experience and commitment

Keiningham¹,

Ball²,

Benoit³

et al. 2017

JSM

103

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The interplay of customer experience and commitment STRUCTURED ABSTRACT Purpose -This research examines the customer experience through the lens of customer commitment and provides a framework for future research into the intersection of these emerging streams of research. Design/methodology/approach -This research contributes to theoretical and practical perspectives on the customer experience (CE) and its measurement by integrating extant literature with customer commitment and customer satisfaction literature. Findings -The breadth of the domains that encompass the customer experiencecognitive, emotional, physical, sensorial, and social-makes simplistic metrics impossible for gauging the entirety of customers' experiences. These findings provide strong support of the need for new research into CE and customer commitment. Practical implications -Given the complexity of the CE concept, managers are unlikely to track and manage all relevant elements of CE. This research provides a framework identifying empirically the most salient attributes of the CE with particular emphasis on those elements that enhance commitment to the firm or brand. This should offer insight into service design to correspond with specific commitment and experience dimensions. Originality/value -This research is the first to examine the customer experience through the lens of customer commitment-a key factor in customer loyalty, positive word of mouth and other desired outcomes for managers and marketers. We provide a framework for future research into this emerging topic. The interplay of customer experience and commitmentCustomer Experience Management (CEM) is being hailed as the next competitive battleground for firms to grow market share. In fact, research by Gartner finds that by 2017, 89%of companies plan to compete primarily on the basis of the customer experience (CE) (Gartner, 2016). Moreover, a new industry of CEM professionals has recently emerged to address the rapidly growing demand by businesses for expertise in the field.Despite this emphasis, however, there is no general consensus among managers or academics regarding what comprises the CE. As a result, it is difficult to ascertain its boundaries (e.g., how it differs from customer engagement, customer value, etc.). Consequently, there exists no consensus regarding the aspects of the CE that require assessment and metrics.This article addresses these issues by investigating the experience construct. We do this by building on the definition of CE of De Keyser et al. (2015): "Customer experience is comprised of the cognitive, emotional, physical, sensorial, and social elements that mark the customer's direct or indirect interaction with a [set of] market actor[s]" (p. 1). Specifically, we focus on customer assessment in the cognitive, emotional, physical, sensorial, and social domains as they relate to CE and, where possible, describe metrics designed to measure these assessments.Since the overriding goal of companies' efforts to enhance the CE is to engender commitment ...

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“…The second model stipulates that the experience of emotion is not as continuous or seamless as the circumplex might suggest (Clore et al 1987, Oatley & Johnson-Laird 1987, Ekman 1980, Izard 1977, Batra & Holbrook 1990, Osgood 1966, Storm & Storm 1987, Wierzbicka 1992). These researchers argue that emotions are discrete events, and that the circumplex model can be decomposed into a small number of distinct regions that represent fundamental emotions, each qualitatively different from the others.…”

mentioning

confidence: 99%

Bringing Emotions Into Social Exchange Theory

1999

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We analyze and review how research on emotion and emotional phenomena can elaborate and improve contemporary social exchange theory. After identifying six approaches from the psychology and sociology of emotion, we illustrate how these ideas bear on the context, process, and outcome of exchange in networks and groups. The paper reviews the current state of the field, develops testable hypotheses for empirical study, and provides specific suggestions for developing links between theories of emotion and theories of exchange. Sociology, 25,. Reprinted with permission. All rights reserved. We analyze and review how research on emotion and emotional phenomena can elaborate and improve contemporary social exchange theory. After identifying six approaches from the psychology and sociology of emotion, we illustrate how these ideas bear on the context, process, and outcome of exchange in networks and groups. The paper reviews the current state of the field, develops testable hypotheses for empirical study, and provides specific suggestions for developing links between theories of emotion and theories of exchange. Suggested Citation

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Developing a typology of affective responses to advertising

Cited by 125 publications

References 19 publications

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

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

The interplay of customer experience and commitment

Bringing Emotions Into Social Exchange Theory

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