Emotional Network in Control of Cognitive Processes in Advertisement
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.
Citation:
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.
Authors
Andrzej Falkowski, Warsaw School of Social Psychology, Poland
Alicja Grochowska, Warsaw School of Social Psychology, Poland
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA
Featured
Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources
Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA
Featured
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas