Marketing research has a limited understanding about the effects arising from emotional shifts (i.e., the transition from one emotion to another) during the same advertising message. This paper sheds light on this topic through two studies. Study 1 examines whether an advertising message that features a negative-to-positive emotional shift (i.e., a shift from a negative to a positive emotion) generates greater recall of an advertised brand than an advertising message with a neutral-to-positive emotional shift (i.e., a shift from a neutral to a positive emotion) or one with no emotional shift. Study 2 examines whether an advertising message that simulates a buyer-seller encounter — with the seller reproducing a negative-to-positive emotional shift via facial expressions — generates a greater recall of the advertised content than an identical advertisement with no emotional shift. Results confirm that a negative-to-positive shift facilitates the recall of both the brand and the advertised information.

Place the good after the bad: effects of emotional shifts on consumer memory

Pino, Giovanni
2018

Abstract

Marketing research has a limited understanding about the effects arising from emotional shifts (i.e., the transition from one emotion to another) during the same advertising message. This paper sheds light on this topic through two studies. Study 1 examines whether an advertising message that features a negative-to-positive emotional shift (i.e., a shift from a negative to a positive emotion) generates greater recall of an advertised brand than an advertising message with a neutral-to-positive emotional shift (i.e., a shift from a neutral to a positive emotion) or one with no emotional shift. Study 2 examines whether an advertising message that simulates a buyer-seller encounter — with the seller reproducing a negative-to-positive emotional shift via facial expressions — generates a greater recall of the advertised content than an identical advertisement with no emotional shift. Results confirm that a negative-to-positive shift facilitates the recall of both the brand and the advertised information.
File in questo prodotto:
File Dimensione Formato  
Guido2018_Article_PlaceTheGoodAfterTheBadEffects.pdf

Solo gestori archivio

Descrizione: Article
Tipologia: PDF editoriale
Dimensione 599.85 kB
Formato Adobe PDF
599.85 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11564/711410
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 3
  • ???jsp.display-item.citation.isi??? 3
social impact