Lecture 8 - Emotions Flashcards
What are positive feelings in emotions?
NetherLands Has Water
Humor, nostalgia, love, warmth
What are negative feelings in emotions?
San Francisco Gold Diggers
Sadness, fear appeal, guilt appeal, disgust
Humor is a highly used strategy and highly liked, but also _______
Sensitive (take cultural differences and the target group into account)
Humor ad affects are high attention grabbing, that increase what two advertising elements?
Brand awareness, purchase intention
True or False
Humor reduces the number of negative thoughts + negative cognitions related to advertising
True
Humor reduces resistance through two models, the _______ model and the _______ model
Affective; Cognitive
In the affective model, the effect of humor on resistance is mediated by a ______ effect
Positive
In the affective model, through humor, a person feels positive/happy, leading to what?
Less counterarguing
In the cognitive model of humor, there is information processing therefore, resistance requires more ______
Thinking
Humor distracts us from _____
Thinking
True or False
Humor is a good strategy to prevent the effects of resistance on brand association
True
When you do not have enough cognitive capacity to take everything into account, this is called?
Theory of limited capacity
