![]() ![]() Most of these studies have focused on positive affective responses such as joy, peaceful relaxation and social affection (Batra and Ray, 1986 Holbrook and Batra, 1987), warmth and tenderness (Aaker, Stayman, and Bruzzone, 1986). ![]() The decade of the 1980's has witnessed a significant increase in the attention advertising and consumer researchers have devoted to the role of emotion in advertising appeals. Theoretical implications for future research are also discussed. ![]() The theoretical framework which we have outlined suggests that the effect of negative affect on attitude toward helping is dependent upon: a) the extent to which the perceiver's attention is focused on the needs and feelings of the victim and b) the degree of empathic concern that is generated toward the person in need. This paper examines the conditions under which negative emotions mediate attitude toward helping and attitude toward the ad in public service advertising appeals. NEGATIVE EMOTIONS AS MEDIATORS OF ATTITUDES IN ADVERTISING APPEALS Srull, Provo, UT : Association for Consumer Research, Pages: 581-586.Īdvances in Consumer Research VolPages 581-586 Moore and Scott Hoenig (1989) ,"Negative Emotions As Mediators of Attitudes in Advertising Appeals", in NA - Advances in Consumer Research Volume 16, eds. Theoretical implications for future research are also discussed.ĭavid J. ABSTRACT - This paper examines the conditions under which negative emotions mediate attitude toward helping and attitude toward the ad in public service advertising appeals. ![]()
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