Fishing for Feelings? Hooking Viewers Helps!
To better understand individual variation in emotional responses to advertising, the authors recommend considering 3 general factors: characteristics of the individual who sees the ad, characteristics of the ad itself, and the nature of the ad-individual interface. This article examines 1 aspect of the individual, affect intensity (AI); one aspect of the ad, the degree to which the ad tells a story; and 1 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 relation with upbeat and warm feelings, a negative relation with disinterested feelings, and significantly enhances the viewer's attitude toward the ad. We find that AI has a positive relation with upbeat and warm feelings, and AI moderates the effect of being hooked on upbeat and warm feelings. Findings also reveal that narrative ad structure has a positive relation with upbeat and warm feelings, a negative relation with disinterested feelings, and that being hooked moderates the effect of narrative ad structure on upbeat and warm feelings responses.
Escalas, JE; Moore, MC; Britton, JE
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