Fishing for Feelings? Hooking Viewers Helps!

Published

Journal Article

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.

Full Text

Duke Authors

Cited Authors

  • Escalas, JE; Moore, MC; Britton, JE

Published Date

  • January 1, 2004

Published In

Volume / Issue

  • 14 / 1-2

Start / End Page

  • 105 - 114

International Standard Serial Number (ISSN)

  • 1057-7408

Digital Object Identifier (DOI)

  • 10.1207/s15327663jcp1401&2_12

Citation Source

  • Scopus