Identifying feelings elicited by advertising

Abstract

This study attempts to identify feelings that are precipitated by advertising. A total of 655 feelings were reduced to set of 180 that were judged by respondents to be most likely to be stimulated by advertising. This group was clustered on the basis of similarity between feeling judgements. Two nested sets of feeling clusters emerged: one of size 22 and the other of size 31.

Developing a typology of affective responses to advertising

“…Indeed, several other existing data sets use affective response variables not researched here (e.g. Aaker, Stayman, & Vezina, 1988;Edell & Burke, 1987).…”

“…Unfortunately, while many a priori or empirically based typologies of affective response (moods, emotions, drives, and other feelings) exist in the literature (e.g., Izard 1977;Osgood 1966), no formal evidence has appeared to establish the validity of the categories of affective response suggested by prior studies. Like other cluster-analytic work, recent studies such as Aaker, Stayman, & Vezina (1988) have identified clusters of feeling adjectives. However, after the extraction of such clusters, it is essential then to perform formal tests of convergent and discriminant validity on the resulting clusters, because the number of clusters and the specification of cluster boundaries are usually arbitrary (Cattell, 1978, p. 45).…”

Brand Love is in the Heart: Physiological Responding to Advertised Brands

“…Roberts ' (2005) idea of brand love is not farfetched. It is well established that emotion is critical to understanding the response consumers have to brands and advertisements (Aaker, Stayman, & Vezina, 1988;Poels & Dewitte, 2006). Love for brands has been found to be similar to interpersonal love in both American (Ahuvia, 2005;Carroll & Ahuvia, 2006;Whang, Allen, Sahoury, & Zhang, 2004) and French participants (Albert, Merunka, & Valette-Florence, 2008).…”

Is negative affect in advertising general or specific? A comparison of three functional forms

“…The discrete negative affect view considers that various types of negative affect are specific and discrete, and should not be treated as one global negative affect. For example, the studies of Batra and Ray (1986); Aaker, Stayman, and Vezina (1988); and Allen, Machleit, and Marine (1988) all found that there are many specific types of negative affect (ranging from 8 to 15) that can be generated by exposure to ads.…”