Measurable Emotions: How Television Ads Really Work — Patterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness.
Anca Cristina Micu
Welch College of Business, Sacred Heart University
Joseph T. Plummer
Columbia Business School; Olson Zaltman Associates
INTRODUCTION: THREE TYPES OF EMOTIONAL REACTIONSBoth practitioners and academics are convinced affect plays an important part in the processing of brand messages. A rich stream of academic research stresses the importance of emotional reactions to advertising and focuses on the study of the effect of ad-evoked feelings on advertising responses.
Steering away from classic “hierarchy-of-effects” models, more recent studies have...