The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More than 1,000 TV Commercials

International Journal of Research in Marketing, Forthcoming

Columbia Business School Research Paper No. 13-23

43 Pages Posted: 24 Apr 2013

See all articles by Michel Tuan Pham

Michel Tuan Pham

Columbia University - Columbia Business School; Columbia Business School - Marketing

Maggie Geuens

Ghent University - Department of Marketing, Innovation and Organisation

Patrick De Pelsmacker

University of Antwerp

Date Written: April 22, 2013

Abstract

It has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1,576 consumers to 1,070 TV commercials from more than 150 different product categories. The findings suggest five empirical generalizations. First, ad-evoked feelings indeed have a substantial impact on brand evaluations, even under conditions that better approximate real marketplace settings than past studies did. Second, these effects are both direct and indirect, with the indirect effects largely linked to changes in attitude toward the ad. Third, these effects do not depend on the level of involvement associated with the product category. However, fourth, the effects are more pronounced for hedonic products than utilitarian products. Finally, these effects do not depend on whether the products are durables, nondurables, or services, or whether the products are search goods or experience goods.

Keywords: advertising, emotions, feelings, involvement, motivation, empirical generalizations

Suggested Citation

Pham, Michel Tuan and De Pelsmacker Geuens, Maggie and De Pelsmacker, Patrick, The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More than 1,000 TV Commercials (April 22, 2013). International Journal of Research in Marketing, Forthcoming; Columbia Business School Research Paper No. 13-23. Available at SSRN: https://ssrn.com/abstract=2255672

Michel Tuan Pham (Contact Author)

Columbia University - Columbia Business School ( email )

3022 Broadway
515 Uris
New York, NY 10027
United States
212-854-3472 (Phone)

HOME PAGE: http://www.columbia.edu/~tdp4/

Columbia Business School - Marketing ( email )

3022 Broadway
515 Uris
New York, NY NY 10027
United States

HOME PAGE: http://www.columbia.edu/~tdp4/

Maggie De Pelsmacker Geuens

Ghent University - Department of Marketing, Innovation and Organisation ( email )

Ghent, 9000
Belgium

Patrick De Pelsmacker

University of Antwerp ( email )

Antwerp

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