EMOTION

Question 1

Dimensional model of emotion 2 dimensions

Answer 1

arousal and valence

Question 2

two types of products

Answer 2

• Utilitarian products have tangible features that offer functional benefits.
• Hedonic products have symbolic features that provide emotional pleasure

Question 3

positive emotional ads

Answer 3

improved brand attitudes, especially for hedonic products.

Question 4

automatic vigilance

Answer 4

Humans automatically evaluate stimuli and preferentially attend to negative stimuli.

Question 5

Negative stimuli typically:

Answer 5

• Capture attention earlier
• Are recognized faster
• Hold attention longer
• Are more intense
• Evoke stronger responses
• Are shared more
• Are more memorable

Question 6

emotional blink

Answer 6

for a short duration after perceiving a negative stimulus, people are unable to perceive other stimuli.

Question 7

emotional memory

Answer 7

violent TV shows decrease memory for commercials because of emotional blink.

Question 8

Basic emotions:

Answer 8

• happiness
• surprised
• disgusted
• scared
• angry

Question 9

happiness and surprise in ads

Answer 9

• Attentional focus decreases and then peaks again at end
• Zapping is most likely in the middle of an ad
• Surprise reduces zapping at the beginning of an ad, whereas happiness decreases zapping at the end.