Affective Responses to Images In Print Advertising: Affect Integration in a Simultaneous Presentation Context

By Rafi M. M. I. Chowdhury, G. Olsen, John W. Pracejus. 2008

92 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/408963c55277fbbf9d41cc8a36c986f29e68e0ba

How researchers see this paper

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

In Literature and Literary Theory

1. Darrel D. Muehling
2. Jörg Matthes

In Marketing

1. Desirée Schmuck
2. Darrel D. Muehling
3. Jörg Matthes
4. Anke Wonneberger
5. Brigitte Naderer
6. Ian Phau
7. Chris Marchegiani

In Social Psychology

1. Darrel D. Muehling
2. Anke Wonneberger
3. Desirée Schmuck
4. Jörg Matthes
5. Ian Phau
6. Chris Marchegiani

Citations in the corpus

• Consumers' green involvement and the persuasive effects of emotional versus functional ads (2014, background): “Chowdhury, Olsen, and Pracejus (2008) show that a single dominant positive image might be sufficient to engender significantly positive affective responses.”
• An Empirical Investigation of the Differential Effects of Personal, Historical, and Non-Nostalgic Advertising on Consumer Responses (2011, background): “And unlike responses to many other ad executions (humor, sex, fear appeals), the affect associated with nostalgia is often characterized as “bittersweet”—evoking both happy and sad emotions, sometimes simultaneously (Davis 1979; Hirsch 1992; Holak and Havlena 1998; Wildschut et al. 2006).”