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.

Duke Scholars

Author Julie Ann Edell Fuqua School of Business