Emotional advertising: Revisiting the Role of Product Category

By Maggie Geuens, Patrick De Pelsmacker, Tine Faseur. 2011

158 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6ec3c0c704930fa523496ae3f8cc40ce305c8162

How researchers see this paper

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

In Marketing

1. Matthew D. Rocklage
2. Patrick De Pelsmacker
3. R. Fazio
4. Ingrid Moons
5. Johan Jansson
6. J. Graafland
7. Z. Rezvani

In Sociology and Political Science

1. Matthew D. Rocklage
2. Patrick De Pelsmacker
3. R. Fazio
4. Ingrid Moons
5. Bertram Gawronski
6. J. de Houwer
7. Roland Deutsch
8. A. Greenwald

Citations in the corpus

• Emotions as determinants of electric car usage intention (2012, background): “Geuens, De Pelsmacker, and Faseur ( 2011 ) also concluded that affective reactions to advertising stimuli were important determinants of brand attitudes for different product categories, varying both in product category involvement and buying motivation (hedonic or utilitarian).”
• 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).”