Special Session Abstract - S Images, Plots, and Perceptions: Interactions of Emotional and Cognitive Responses on Consumer Evaluations

Citation:

N/A (1999) ,"Special Session Abstract - S Images, Plots, and Perceptions: Interactions of Emotional and Cognitive Responses on Consumer Evaluations", in NA - Advances in Consumer Research Volume 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT : Association for Consumer Research, Pages: 217.

Advances in Consumer Research Volume 26, 1999      Page 217

SPECIAL SESSION ABSTRACT - S

IMAGES, PLOTS, AND PERCEPTIONS: INTERACTIONS OF EMOTIONAL AND COGNITIVE RESPONSES ON CONSUMER EVALUATIONS

Both consumption experiences and marketing communications influence cognitive and affective aspects of consumer intentions and behavior. The goal of this proposed special session is to contribute to the body of knowledge about the interaction between cognitively based appraisals of persuasive communication content and emotional responses to advertising.

 

"IMAGERY EFFECTS ON BRAND ATTITUDE FORMATION"

Deborah J. MacInnis, University of Southern California

Jeanie Han, University of Southern California

Past research in psychology and consumer behavior suggests that imagery instructions can influence memory for and attitudes and behavioral intentions relating to advertised information. The impact of imagery instructions may, however, depend on the modality in which the ad is provided and on whether the ad focuses on attributes of the product or its benefits. A richer conceptual framework which encompasses the content and the nature of imagery processing is presented. Results indicate that a three-way interaction (Imagery Instruction x Modality x Ad Format) significatly influences image generation. Furthermore, Use Imagery has a significant effect on brand attitudes, through feelings.

 

"IN-PROCESS EMOTIONAL RESPONSES TO SERVICE ENCOUNTERS"

Vassilis Dalakas, University of Oregon

Marian Friestad, University of Oregon

This paper examines how consumer emotions during a service encounter color the way consumers appraise and evaluate events during the encounter. For our experiment, we used videotapes with different sequences of positive and negative events in a restaurant encounter. Subjects used Perception Analyzers to indicate their affective reactions to the encounter, as well as traditional paper-and-pencil measures during breaks in the encounter. In addition to presenting these results, we will discuss the implications of using this methodology to monitor in-process consumer emotions as a consumption experience unfolds.

 

"ONLINE HOPE-FEAR RESPONSES TO SUSPENSEFUL TELEVISION COMMERCIALS"

Linda F. Alwitt, DePaul University

Suspense, an emotional reaction to commercials evoked in part by time-dependent characteristics, is of managerial interest because advertisers often use it to maintain attention to their advertising. Because suspenseful narratives cause a viewer to experience a positive emotion (hope) which is enhanced because it follows a negative emotion (fear), viewers of a suspenseful commercial may focus more on executional elements to the detriment of the brand and message. Time dependent characteristics of the hope and fear responses to suspenseful advertising show relationships to cognitive evaluations of suspenseful but not of nonsuspenseful commercials. The results support both benefits and costs of suspense for the advertised brand.

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