Advances in Consumer Research Volume 10, 1983

Pages 526-531

THE EFFECTS OF AD AFFECT ON ADVERTISING EFFECTIVENESS

Danny L. Moore, University of Florida
J. Wesley Hutchinson, University of Florida
ABSTRACT The nature of the relationship between affective reactions to advertising and advertising effects is
examined. Immediately following exposure to print ads subjects indicated that they would be
more likely to consider products associated with ads eliciting positive affective reactions than
negative reactions. After seven days delay products associated with ads eliciting both positive
and negative reactions generated greater change in brand consideration than neutral ads. The role
of memory in determining the immediate and delayed effects of ad affect is discussed.
INTRODUCTION
Theories of advertising effects based on multiattribute models assume that advertising influences
brand attitudes by modifying consumers' beliefs about product attributes. While there is
substantial support for the hypothesis that product beliefs affect brand attitudes (Holbrook, 1978;
Lutz, 1975; Mitchell & Olson, 1981; Wilkie & Pessemier, 1973), there is growing evidence that
product beliefs are not the sole mediator of advertising effects on brand attitudes. Current
evidence suggests that affective reactions to the ad account for a significant amount of brand
attitude variation beyond that accounted for by product-related cognitions (MacKenzie & Lutz,
1982; Mitchell & Olson, 1981). In short, there is emerging support for a model of advertising
that includes both product beliefs and advertising reactions as independent mediators of brand
attitude.
A diagram of two alternative paths through which advertising may affect brand attitudes is given
in Figure 1. The first path in Figure 1 corresponds to the multiattribute model and postulates that
beliefs about product attributes mediate the effect of advertising on brand attitudes (AB). The
second path in Figure 1 represents the independent contribution of affective reactions to the ad
(AAd). The primary purpose of the present paper is to examine this second path. In particular, we
are interested in how affective reactions to advertising (AAd) influence attitudes toward the
brand (AB), and the nature of the relationship between AAd and AB.
FIGURE 1

Abstract
Advertising creates a communication relationship between the producer or the provider of a
service and the target group or the consumers. The main task of psychology of advertising is to
motivate the consumer to take the desired action, to buy the promoted product or service. That is
why more and more sophisticated forms and tools for reaching the goal set by the advertisment
creator are used. The aim of the presented study was to determine whether an individual's
temperament plays a major role in favouring a particular advertising spot and to identify which
type of advertising corresponds with the type of a consumers personality temperament. The
research sample consisted of 126 respondents with different types of temperaments, aged
between 22 to 68 years, who filled out two methodologies: Assessment of the television
advertising in relation to personality typologies and the EPI Eysenck Personality Inventory .
By means of this research, the existence of a relationship between temperament of individuals
and their perception of various types of advertising spots (funny, calm, nostalgic, dynamic) was
recorded. A successful advertisement should be aimed properly at a given group of individuals
whom it should effectively reach. For that reason, psychology becomes an essential part in
marketing and advertising strategies.
Keywords: advertisin, temperament, consumer, personality, methodology
Journal of Finance and Economics, 2013 1 (2), pp 17-21.
DOI: 10.12691/jfe-1-2-1
Received January 19, 2013; Revised March 18, 2013; Accepted April 21, 2013
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