Fishing for Feelings? Hooking Viewers Helps!

Journal of Consumer Psychology, Forthcoming

Posted: 7 Nov 2003

See all articles by Jennifer Edson Escalas

Jennifer Edson Escalas

Vanderbilt University - Marketing

Julie A. Edell

Duke University - Fuqua School of Business

Marian Chapman Moore

University of Virginia - Darden School of Business

Abstract

To better understand individual variation in emotional responses to advertising, the authors recommend considering three general factors: characteristics of the individual who sees the ad, characteristics of the ad itself, and the nature of the ad/individual interface. This paper examines one aspect of the individual, affect intensity; one aspect of the ad, the degree to which the ad tells a story; and one aspect of the ad/individual interface, whether the individual is hooked by the ad. Experimental results reveal that an individual's being hooked by an ad has a positive relationship with upbeat and warm feelings, a negative relationship with disinterested feelings, and significantly enhances the viewer's attitude toward the ad. We find that affect intensity has a positive relationship with upbeat and warm feelings, and affect intensity moderates the effect of being hooked on upbeat and warm feelings. Findings also reveal that narrative ad structure has a positive relationship with upbeat and warm feelings, a negative relationship with disinterested feelings, and that being hooked moderates the effect of narrative ad structure on upbeat and warm feelings responses.

Keywords: Feelings, Affect, Emotions, Advertising, Narrative Structure

Suggested Citation

Edson Escalas, Jennifer and Edell, Julie A. and Moore, Marian Chapman, Fishing for Feelings? Hooking Viewers Helps!. Journal of Consumer Psychology, Forthcoming, Available at SSRN: https://ssrn.com/abstract=412101

Jennifer Edson Escalas (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Julie A. Edell

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

Marian Chapman Moore

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/moorema.htm

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