Measuring the appraisal of ad-based affect with ad promises

Article Abstract:

Marketing executives that are eyeing to improve the advertising response of consumers to the products and services they offer may do so by analyzing affect-related person-environment situations through the use of Ad Promise scales. These multi-item measures, which were inspired by the works of Lazarus, allow managers to identify various purchase motivations and evaluate the intended effectiveness of marketing strategies. Application results revealed that Ad Promise scales tend to enhance the sensual and social satisfaction of commercials.

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How motivation moderates the effects of emotions on the duration of consumption

Article Abstract:

Motivation and pleasure are two factors that have been proven crucial in analyzing the duration of consumption experienced by consumers. It was shown that advertisements, wherein pleasure and arousal are injected, tend to draw the interest of consumers better and solicit more energetic response from them. Results further revealed that consumption duration may be made more optimal by employing an inverted-u grid approach, where the level of arousal rises with the increase in pleasure.

Consumer Behavior, Evaluation

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The role of affect in marketing

Article Abstract:

Emotional responses. commonly called affect, have played a crucial role in marketing since the early 1980s. By associating moods and various observed emotions with marketing functions, companies have been able to understand consumer behavior at a greater depth. Results revealed that advertising processes that adopted humorous approach tend to increase message effectiveness and comprehension. Previous studies have also shown that affect enhances the validation of product categories.

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