4. Pham et al. (2013): The influence of ad-evoked feelings on brand evaluations: empirical generalizations from consumer responses to more than 1000 TV commercials Flashcards
Purpose of the research 2
addressing key external validity shortcomings of previous studies
assessing the generalizability of the phenomenon across product categories
what did they do
1,576 consumers (not only students, a broad representative of the Belgian population)
1,070 TV commercials (318 brands, 153 categories) (nearly all Dutch commercials on Belgian TV over a three-year period)
an independent group of judges determined the emotions evoked by each ad
RQ
are these effects true and equally strong for all product categories?
Direct effect: affect transfer =
carryover process of attitudes toward the ad to attitudes toward the brand
Indirect effect
ads that elicit pleasant feelings—> positive beliefs and thoughts about the brand —> more favorable brand attitudes
findingd of ad-evoked feelings:
d-evoked feelings have a substantial positive impact on brand evaluations
which effect is stronger?
effects are both direct and indirect (indirect stronger)
the effects do not depend on the level of 3
the level of involvement associated with the product category, or on whether it is a search vs. experience good, or on product durability
are the stronger for hedonic of utilitarian and why?
the effects are more pronounced for hedonic products than for utilitarian products: consumers are more likely to rely on their momentary feelings in judgments and decisions when they have experiential motives than when they have instrumental motives
positive emotional ads improved
brand attitudes, especially for hedonic products
what was the contribution of this paper?
all previous studies were done in the lab (experimental designs), this study took actual data, commercials and consumers + generalized the effect over a lot of categories —> external validity
rect effect vs. (indirect) affect transfer: which one was stronger based on the results of this paper?
both were significant, but the indirect effect was stronger
Peak-end rule: emotions in advertising
how studied?
subjects charted moment-to-moment positive and negative emotions to 30 ads and then an overall evaluation of each ad at the end of the study
peak end rule results
overall evaluations were largely affected by the peak emotion and end emotion of each ad
overall evaluations were largely insensitive to duration of the ad
study by Texeira et al. (2012) about the option ‘skip ad’
`method 3
58 people viewed 28 video ads (14 emotional, 14 neutral)
viewer retention (could skip ad)
concentrated attention (via eye-tracking)
happiness and surprise (via video camera and facial expression recognition software)
results:
attentional focus
attentional focus decreases and then peaks again at end
results: zapping 3
most likely middle of ad
surprise reduces zapping at the beginning of an ad, whereas happiness decreases zapping at the end
most effective way to capture attention
suprise
how to retain attention?
happiness is good to retain attention: several moments of happiness works better than one sustained period of joy
key to succes vide ads
the key to success is basically to have a carefully timed mixture of surprise and joy
Previous studies have shown that negative emotions can 5
be more intense
capture attention earlier, and also for longer
be recognized faster
evoke stronger responses
be more memorably
Effects of emotion in charity ads
what did they compare=
comparing sadness vs. happiness vs. neutral advertising
ads with people in need: how the expression of emotion of victim’s faces can affect the sympathy and donation amount
Effects of emotion in charity ads
reuslt 2
amount of donation is higher with sad facial expressions —> higher sympathy
level of sympathy for happy and neutral emotions is not different, for sadness significantly higher
Sadness vs. anger
sadness: to create public awareness on social causes: poverty, violence and abuse
- leads to higher preference for relacing product
anger: offensive message to encourage people to act
anger leads to higher preference for active products,
Fear appeal
to motivate
to motivate people to reduce risky attitudes, intentions, or behaviors
fear appeal moslty used for
safety and security devices
public health issues (smoking, drug use, teen pregnancy, driving under influence of alcohol)
fear appeals in ads are counterproduucitve when
if the ad is too graphic or too disturbing, it might have an opposite effect because people might want to avoid the emotional discomfort
how to increase message persuasion in fear appeal ads?
adding disgust (peuken)
guilt is an effective way to 2
o attract consumer attention, and even change the way people behave
guilt non profit
‘would you really choose to spend your money on a cup of coffee each day rather than use it to save a starving child?
Experience vs. reduction
emotional experience: movies, extreme sports, rollercoaster rides
emotional reduction: home-security systems, insurance, massages, anti-depressants, ‘I am sorry’ greeting cards
persuasion and regulatory fit
we purchase/consume product to 1) help us feel a certain feeling or 2) avoid a certain feeling
Persuasion and regulatory fit
two types of goals:
promotion focused: hope to achieve positive outcomes > promote a feeling in the ad
prevention focused: avoid negative outcomes or risks > focus on features that help to avoid risks/fear
Persuasion and regulatory fit
marketing study and example
consumers with a promotion goal will want to buy a car when they show engine power, consumers with a prevention goal will want to buy it when it emphasizes safety: two different ways of advertising for two groups of consumers
