The Rossiter-Percy Grid and Emotional Response to Advertising: An Initial Evaluation

Arthur J. Kover and Joseph Abruzzo

Describes a small-scale study to validate one aspect of the Rossiter-Percy theoretical framework of advertising effectiveness: that emotional response is a sequence, in which the initial state only is changed by the advertising.

The Rossiter-Percy Grid and Emotional Response to Advertising: An Initial Evaluation

Arthur J Kover and Joseph Abruzzo

In 1987, Rossiter and Percy set forth a theoretical framework which purported to help advertisers predict and plan for advertising effectiveness. They proposed two core dimensions for evaluation: the level of involvement with the product or service and a set of motivations. These motivations are of two general types: (1) informational or drive-reduction motivations, 'negative' motivations that avoid or reduce problems by providing information, and, (2) transformational or drive-increasing motivations, 'positive' motivations that 'promise to enhance the brand user's sensory, mental...

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