Title
Do pleasant emotional ads make consumers like your brand more? Do pleasant emotional ads make consumers like your brand more?
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Subject
Economics
Source (journal)
GfK marketing intelligence review
Volume/pages
6(2014) :1 , p. 41-45
ISSN
1865-5866
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Emotionally pleasant TV commercials are often preferred over merely factual ones. A large-scale study of Belgian TV ads confirms this notion and shows that such commercials also create more positive feelings toward the advertised brand. Interestingly, these effects depend on neither the level of involvement associated with the product category nor the type of product. Independent of the perceived creativity of the commercial or its informational value, emotionality had a significant impact on the evaluation of a brand. However, the effects were slightly more pronounced for products that align themselves with pleasure and experience than for functional products. Advertisers should therefore leverage the power of emotions not only because these ads are better liked, but more importantly because they lead to more favorable brand attitudes.
E-info
https://repository.uantwerpen.be/docman/iruaauth/e6d6f7/b76707f26dc.pdf
Handle