Product Involvement Vs. Product Motives As Moderators of the Effects of Ad-Evoked Feelings: an Analysis of Consumer Responses to 1,100 Tv Commercials

Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
Michel Tuan Pham, Columbia University, USA
Patrick De Pelsmacker, University of Antwerp, Belgium
Analyses of consumer responses to 1,100 TV commercials show that contrary to standard ELM predictions, in realistic settings, the influence of ad-evoked feelings on brand attitudes does not depend on product involvement, but on the types of motives associated with the product category, with greater influence of feelings for hedonic products than for utilitarian products.
[ to cite ]:
Maggie Geuens, Michel Tuan Pham, and Patrick De Pelsmacker (2011) ,"Product Involvement Vs. Product Motives As Moderators of the Effects of Ad-Evoked Feelings: an Analysis of Consumer Responses to 1,100 Tv Commercials", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.