The power of feelings in understanding advertising effects
Article Abstract:
This research investigates the role of feelings in understanding advertising effects. We conducted two studies to examine (1) whether feelings occur as a result of viewing television commercials, (2) the relative importance of feelings and judgments of the ad's characteristics on several advertising outcomes, and (3) the variation in the importance of feelings given different ad characteristics. We found that (1) negative and positive feelings co-occur; (2) both are important predictors of the ad's effectiveness; (3) feelings contribute uniquely to attitude toward the ad, beliefs about the brand's attributes, and attitude toward the brand; and (4) the relative importance of feelings and judgments of the ad's characteristics varies based on the extent to which the ad is transformational and informational. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1987
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The effect of delay type and service stage on consumers' reactions to waiting
Article Abstract:
This study considers the interaction effect of service stage (conceptualized as the distance to the goal state of the service encounter) and delay type (procedural, correctional, and unknown) on consumers' reactions to waiting. Field theory suggests that the further away a delay occurs from the goal state of the service encounter, the more negative its impact will be on consumers. The anticipatory model, however, suggests that the direction of the impact should be the other way around. Results obtained from an experimental study confirm that the nature of the delay, in terms of whether it constitutes a threat to the successful completion of a task or not, moderates the impact of service stage (i.e., how close to the goal state the delay occurs) on consumers' reactions to the wait. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1998
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