Ad-evoked feelings: Structure and impact on Aad and recall

Abstract

We examine the structure of feelings that consumers experience concurrently during exposure to print advertising and analyze how the structure affects advertising processing and effectiveness. In study 1, a three-dimensional structure of the experienced similarity of feelings is found: pleasantness, intensity, and direction. In study 2, three distinct bundles of feelings that consumers experience concurrently during exposure to a set of print advertisements are recovered using three-mode principal components analysis: unpleasant feelings, low-intensity pleasant feelings, and high-intensity pleasant feelings. Unpleasant feelings and low-intensity pleasant feelings have a significant impact on attitude to advertisement (Aad), high-intensity pleasant feelings have a significant impact on advertising recall, and Aad and advertising recall are uncorrelated. Our results emphasize the importance of broad bundles of concurrently evoked feelings in advertising processing and effectiveness.