Emotional Network in Control of Cognitive Processes in Advertisement

Andrzej Falkowski, Warsaw School of Social Psychology, Poland
Alicja Grochowska, Warsaw School of Social Psychology, Poland
The theoretical background for the presented research are network models of memory and emotion, and the prospect theory. The research examines cause-effect relationships between emotions elicited by the advertisement and the processes of evaluation and memory for ads appealing to positive or negative emotions. Structural equation modeling has been applied as a method of statistical analysis. The two studies show the significance of emotions and the specificity of autobiographical ads and PSA’s (non-commercial advertisements), with reference to a consumer’s personal gains and losses in the light of the prospect theory.
[ to cite ]:
Andrzej Falkowski and Alicja Grochowska (2009) ,"Emotional Network in Control of Cognitive Processes in Advertisement", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 405-412.