Consumer Emotional Reactions to Television Advertising And Their Effects on Attitude Toward the Ad (Aad) and Attitude Toward the Brand (Ab)

Abstract

In contrast to past research that have studied emotions as a whole, this study examines the effects of three dimensions of emotions (pleasure, arousal and domination) on attitude toward the ad (Aad) and attitude toward the brand (Ab). Path analyses suggested that emotions matter in assessing the effectiveness of advertising since they are strong predictors of attitude toward the ad (Aad) and attitude toward the brand (Ab). It has been found that the three dimensions of emotions do lead to significant differences in Aad and Ab. “Domination” emotions have a negative direct effect on attitude toward the ad (Aad) and a negative indirect effect on attitude toward the brand (Ab). On the contrary, “Pleasure” emotions have a positive direct effect on attitude toward the ad (Aad) and a positive indirect effect on attitude toward the brand (Ab). “Arousal” emotions seem to be the most effective on both Aad and Ab. They have a strong positive direct effect on Aad, and an indirect effect on Ab. Finally, limitations of this study are underlined and issues for further research are discussed. Acknowledgments : The author acknowledges the financial support of the FNEGE (Fondation Nationale pour TEnseignement de la Gestion) and wishes to thank Professor Pierre-Louis Dubois, Professor, University of Paris II Pantheon Assas, for his encouraging and helpful comments about this paper.