Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This study investigates whether award-winning ads are more effective than none-award ads in provoking consumer responses in cognition, affect and conation, with multiple indicators of advertising effectiveness, including post-exposure self-report as well as real-time physiological measures. Further, the consistency and relationships between the measurements are examined. A fractional factorial designed experiment was conducted to fulfill the objectives. The results suggest that award-winning ads do not necessarily perform better than none-award ads. There is no significant difference between these two types of ads in ad attitudes, attention, and brand recognition. Moreover, although award-winning ads have stronger ability to generate favorable brand attitudes and purchase intention, none-award ads are relatively more effective in intensifying the arousal level of respondents' emotional experience. Finally, there is no correlation found between self-report and physical responses in this study.

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