Emotions Matter

Ben Decock and Patrick De Pelsmacker

The central idea of this paper is 'show emotions and the viewer will buy'. Based on a research with 951 TV commercials and 1,361 viewers, the authors arrived at several conclusions: Feelings on TV is the best way to make the viewer feel emotions.

Emotions Matter

Ben Decock Managing Partner, Compagnie CV, Belgium. andPatrick De Pelsmacker Professor of Marketing, University of Antwerp (RUCA) and Dean of the Management School at the University of Antwerp (UAMS), Belgium.

INTRODUCTION

In the wake of the cognitive psychology and information processing theories, the consumer has been progressively more considered as a rational being. Underneath this lies the presupposition that advertising has primarily a communicative function. Consumers become acquainted with products and their characteristics through advertising. They will use this information in the process of deciding what will be consumed.

Each model is a child...

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