Product Involvement Vs. Product Motives As Moderators of the Effects of Ad-Evoked Feelings: an Analysis of Consumer Responses to 1,100 Tv Commercials
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.
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.
Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
Michel Tuan Pham, Columbia University, USA
Patrick De Pelsmacker, University of Antwerp, Belgium
NA - Advances in Consumer Research Volume 38 | 2011
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg
K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures
Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA