How short film ads improve brand attitudes: The roles of viewing experiences and consumption visions

Abstract

AbstractThis article proposes a model to predict how the content of short film ads might trigger hedonic and eudaimonic experiences, which then contribute to positive changes in attitudes toward the sponsoring brand, through two processes. In the first process, people seek branded entertainment to break away from their mundane reality. The ultimate purpose is to enjoy hedonic experiences, as might be triggered by a funny plot that induces perceptions of humor, which in turn can evoke positive affect. In the second process, consumers search for meaning through vicarious experiences, which enable them to achieve personal growth. In this process, the purpose is to find meaning or acquire eudaimonic experiences. Because a meaningful story plot explicitly encourages consumers to reflect on their lives, it helps them feel inspired and develop sentimental feelings, thus leading to eudaimonic experiences. The proposed dual process model suggests that gratification derived from viewing short film ads, due to hedonic or eudaimonic experiences, can prompt positive brand attitude changes. Moreover, consumption visions triggered by short films contribute to product changes; they moderate the first process but not the second.