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

Question 1

Purpose of the research 2

Answer 1

addressing key external validity shortcomings of previous studies
assessing the generalizability of the phenomenon across product categories

Question 2

what did they do

Answer 2

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

Question 3

RQ

Answer 3

are these effects true and equally strong for all product categories?

Question 4

Direct effect: affect transfer =

Answer 4

carryover process of attitudes toward the ad to attitudes toward the brand

Question 5

Indirect effect

Answer 5

ads that elicit pleasant feelings—> positive beliefs and thoughts about the brand —> more favorable brand attitudes

Question 6

findingd of ad-evoked feelings:

Answer 6

d-evoked feelings have a substantial positive impact on brand evaluations

Question 7

which effect is stronger?

Answer 7

effects are both direct and indirect (indirect stronger)

Question 8

the effects do not depend on the level of 3

Answer 8

the level of involvement associated with the product category, or on whether it is a search vs. experience good, or on product durability

Question 9

are the stronger for hedonic of utilitarian and why?

Answer 9

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

Question 10

positive emotional ads improved

Answer 10

brand attitudes, especially for hedonic products

Question 11

what was the contribution of this paper?

Answer 11

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

Question 12

rect effect vs. (indirect) affect transfer: which one was stronger based on the results of this paper?

Answer 12

both were significant, but the indirect effect was stronger

Question 13

Peak-end rule: emotions in advertising
how studied?

Answer 13

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

Question 14

peak end rule results

Answer 14

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

Question 15

study by Texeira et al. (2012) about the option ‘skip ad’
`method 3

Answer 15

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)

Question 16

results:
attentional focus

Answer 16

attentional focus decreases and then peaks again at end

Question 17

results: zapping 3

Answer 17

most likely middle of ad
surprise reduces zapping at the beginning of an ad, whereas happiness decreases zapping at the end

Question 18

most effective way to capture attention

Answer 18

suprise

Question 19

how to retain attention?

Answer 19

happiness is good to retain attention: several moments of happiness works better than one sustained period of joy

Question 20

key to succes vide ads

Answer 20

the key to success is basically to have a carefully timed mixture of surprise and joy

Question 21

Previous studies have shown that negative emotions can 5

Answer 21

be more intense
capture attention earlier, and also for longer
be recognized faster
evoke stronger responses
be more memorably

Question 22

Effects of emotion in charity ads
what did they compare=

Answer 22

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

Question 23

Effects of emotion in charity ads
reuslt 2

Answer 23

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

Question 24

Sadness vs. anger

Answer 24

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,

Question 25

Fear appeal
to motivate

Answer 25

to motivate people to reduce risky attitudes, intentions, or behaviors

Question 26

fear appeal moslty used for

Answer 26

safety and security devices
public health issues (smoking, drug use, teen pregnancy, driving under influence of alcohol)

Question 27

fear appeals in ads are counterproduucitve when

Answer 27

if the ad is too graphic or too disturbing, it might have an opposite effect because people might want to avoid the emotional discomfort

Question 28

how to increase message persuasion in fear appeal ads?

Answer 28

adding disgust (peuken)

Question 29

guilt is an effective way to 2

Answer 29

o attract consumer attention, and even change the way people behave

Question 30

guilt non profit

Answer 30

‘would you really choose to spend your money on a cup of coffee each day rather than use it to save a starving child?

Question 31

Experience vs. reduction

Answer 31

emotional experience: movies, extreme sports, rollercoaster rides
emotional reduction: home-security systems, insurance, massages, anti-depressants, ‘I am sorry’ greeting cards

Question 32

persuasion and regulatory fit

Answer 32

we purchase/consume product to 1) help us feel a certain feeling or 2) avoid a certain feeling

Question 33

Persuasion and regulatory fit
two types of goals:

Answer 33

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

Question 34

Persuasion and regulatory fit
marketing study and example

Answer 34

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