EuroEconomica, Vol 33, No 2 (2014)

Emotional response to advertising

Bogdan Anastasiei, Raluca Chiosa


Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. This study investigates the role of pleasure (P), arousal (A) and domination (D) emotions in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. Holbrook and Batra (1987) developed their own emotional scale based on these three dimensions (PAD), showing that these emotions mediate consumer responses to advertising. A 1*4 factorial experiment design method was adopted in order to measure the impact of independent variables (emotion type) on dependent variables (attitude toward ad, attitude toward brand). The results revealed that emotions like Pleasure (loving, friendly, grateful) and Arousal (active, interested, excited, entertained) influence consumers' attitudes towards brand and advertising. Marketers need to understand the role of pleasure and arousal emotions when making advertising campaign; an effective promotion leads to persuading consumers. The results indicate that marketing practitioners should measure affective responses when testing an advertisement, as long as this action would predict brand attitude.


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