The role of advertising in consumer emotion management

Elyria Kemp

University of New Orleans

My Bui

Loyola Marymount University

Sindy Chapa

Texas State University


Consumer research has demonstrated that emotions play an important role in decision making (Garg et al. 2007) and marketers have long made attempts to target consumers’ emotions. Advertisements with the intent of eliciting emotional responses from the consumer have become embedded in our culture – ‘Nothin’ Says Lovin’ Like Somethin’ in the Oven’ (Pillsbury), ‘For all you do, this Bud’s for you’ (Budweiser) and ‘Celebrate the moments of your life’ (General Foods International Coffee).