The Power of Feelings in Understanding Advertising Effects

Edell, Julie A.; Burke, Marian Chapman

doi:10.1086/209124

Cited by 866 publications

(617 citation statements)

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“…Ugur & Abdulla, 1993), even as dependent variable (e.g. Holbrook et al, 1987;Yi, 1990;Edell & Burke, 1987;Homer & Yoon, 1992) in past studies. Its usage depends very much on the way of how it is perceived and positioned by the researchers.…”

Section: The Relationship Between Attitude Toward Advertisement (Aad)mentioning

confidence: 99%

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Sallam¹

2011

IJMS

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An endorser or a spokesperson is frequently used by marketers in their product advertisements as a credible source that is hoped to influence the attitude of consumers in the marketplace toward the shown advertisement, the brand and most importantly their purchase intentions. Corporate credibility C/C -the reputation of a company for honesty and expertise is another type of source credibility that is said to influence consumers' reaction to the shown product advertisements and shape their attitudes to brands. The present study assessed the impact of both source credibility (corporate credibility (C/C) and endorser credibility En/C) on Saudi consumers' attitude toward advertising (Aad), attitude toward brand (Ab), and purchase intention (PI) when brand familiarity is tested. A study carried out in Saudi Arabia using 150 respondents as consumers who used cover head product of (AL-Bassam). Path analysis confirmed that, attractiveness of endorser had strengthened impact on (Aad), then expertise, while no effect for endorser trustworthiness on (Aad). While trustworthiness is significant in all C/C relations with the other variables (i.e. Aad, Ab and PI), there is no effect for PAB on relationship between (Aad) and (Ab).Originality/value -In this study, the said relationships amongst the six variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real advertisement including (product, endorser and company) rather than make believe advertisement. This will provide the first insight on Saudi consumer's behaviour.Paper type -research paper

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Section: The Relationship Between Attitude Toward Advertisement (Aad)mentioning

confidence: 99%

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Sallam¹

2011

IJMS

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“…Thus, the cognitive system of processing advertisements can be separated from the affective system in the study of advertising effects. 25 …”

Section: Emotional Response As Affectmentioning

confidence: 99%

The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation

Jin

Villegas²

2007

J Target Meas Anal Mark

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This study explores the role of prior brand evaluation and the placement of the product in humorous movies on the consumer judgment stage, investigating their effects on consumer response. The fi ndings of the study indicate that the placement of product in humorous movie scenes result in positive emotional responses from consumers. In addition, prior brand evaluation was found to play an important role in post-decision-making processes, such as purchasing behaviour. It is anticipated that the analysis resulting from this valuable study will provide a reference for further empirical and theoretical studies on the use of the placement of the product in movies as an alternative to advertising and other marketing communications strategies.

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“…This aspect of consumer research has been widely criticized by eminent researchers such as Bettman (1993), Hoch and Loewenstein (1991), and Holbrook and Hirschman (1982). Researchers recently have shown considerable interest in redressing this imbalance in various domains such as advertising (see, e.g., Batra and Stayman 1990;Edell and Burke 1987;MacKenzie, Lutz, and Belch 1986) and consumer satisfaction (Dubé, Belanger, and Trudeau 1996;Dubé and Morgan 1996;Mano and Oliver 1993;Oliver 1993;Westbrook and Oliver 1991). The consumer choice literature also has not been far behind in redressing this imbalance, with recent work that has provided both theoretical (see, e.g., Hoch and Loewenstein 1991;Loewenstein 1996) and empirical accounts of how affect influences consumer choices (see, e.g., Garbarino and Edell 1997;Luce 1998;Luce, Bettman, and Payne 1997).…”

mentioning

confidence: 99%

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

Shiv¹,

Fedorikhin²

1999

J CONSUM RES

1,598

1,242

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This article examines how consumer decision making is influenced by automatically evoked task-induced affect and by cognitions that are generated in a more controlled manner on exposure to alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable affect but more favorable cognitions. Findings from the two experiments suggest that if processing resources are limited, spontaneously evoked affective reactions rather than cognitions tend to have a greater impact on choice. As a result, the consumer is more likely to choose the alternative that is superior on the affective dimension but inferior on the cognitive dimension (e.g., chocolate cake). In contrast, when the availability of processing resources is high, cognitions related to the consequences of choosing the alternatives tend to have a bigger impact on choice compared to when the availability of these resources is low. As a result, the consumer is more likely to choose the alternative that is inferior on the affective dimension but superior on the cognitive dimension (e.g., fruit salad). The moderating roles of the mode of presentation of the alternatives and of a personality variable related to impulsivity are also reported.Men, as well as women, are much oftener led by their hearts than by their understandings. (LORD CHESTERFIELD) With all its cleverness, however, decision theory is somewhat crippled emotionally, and thus detached from the emotional and visceral richness of life. (GEORGE LOEWENSTEIN 1996, p. 289)

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The Power of Feelings in Understanding Advertising Effects

Cited by 866 publications

References 0 publications

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

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