The influence of ad-evoked feelings on brand evaluations: : Empirical generalizations from consumer responses to more than 1000 TV commercials

By Michel Tuan Pham, Maggie Geuens, Patrick De Pelsmacker. 2013

136 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/166d6d9d47755d0be7358ef0c754768afe6ec651

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. S. Sanz‐Blas
2. Daniela Buzova
3. Christopher K. Hsee
4. Sameer Hosany
5. Bowen Ruan
6. Zoe Y. Lu
7. R. Fazio

In Marketing

1. T. J. Madden
2. S. Sanz‐Blas
3. M. Roth
4. Daniela Buzova
5. Matthew D. Rocklage
6. Simon Hudson
7. Christopher K. Hsee
8. Sameer Hosany

In Sociology and Political Science

1. T. J. Madden
2. S. Sanz‐Blas
3. Robert Rietveld
4. Marcel Worring
5. M. Roth
6. Willemijn van Dolen
7. Masoud Mazloom
8. Daniela Buzova

Citations in the corpus

• The Enhancing Versus Backfiring Effects of Positive Emotion in Consumer Reviews (2020, background): “…of emotional advertising differs by hedonic versus utilitarian products (Vaughn 1980), two recent, large-scale studies indicate that more emotional advertisements tend to be more persuasive regardless of product type (Geuens, De Pelsmacker, and Faseur 2011; Pham, Geuens, and De Pelsmacker 2013).”
• The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees (2015, background): “This supports recent contentions that social media interactions can lead tohigh levels of emotional engagement (Mangold & Faulds, 2009; Sashi, 2012), and that the emotional responses triggered by marketing communications, play a dominant role in explaining behavioral outcomes (Pham et al., 2013).”
• The Influence of Place Attachment, Ad-Evoked Positive Affect, and Motivation on Intention to Visit: Imagination Proclivity as a Moderator (2020, methodology): “Consumer studies consider affect, emotions, and feelings as analogous (Bülbül and Menon 2010; Pham, Geuens, and De Pelsmacker 2013).”
• What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram (2020, background): “Because consumers process large numbers of posts in their social media streams, high-arousal appeals (compared to low-arousal visual appeals) can be a way to cut through the competitive social media clutter and get noticed (Pieters, Warlop, and Wedel 2002).”
• The Teasing Effect: An Underappreciated Benefit of Creating and Resolving an Uncertainty (2018, background): “Prior research on advertising has demonstrated that ad-evoked feelings influence brand attitudes (Batra and Ray 1986), with a .35 average correlation between ad-evoked feelings and brand evaluations (Brown, Homer, and Inman 1998; Pham, Geuens, and De Pelsmacker 2013).”