| By: |
Mathieu Lajante (Ryerson University [Toronto]);
Olivier Droulers (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR1 - Université de Rennes 1 - UNIV-RENNES - Université de Rennes - CNRS - Centre National de la Recherche Scientifique);
Christian Derbaix (UCL - Université Catholique de Louvain);
Ingrid Poncin (UCL - Université Catholique de Louvain) |
| Abstract: |
Do usual commercials elicit the full spectrum of emotions? For this
perspective paper, we posit that they do not. Concepts and measures related to
the adaptive functions and well-being areas of emotion research cannot simply
be transferred for use in advertising research. When a commercial elicits
emotions, the emotions staged in the commercial must not be directly
associated with the emotions felt by consumers when exposed to those
commercials. This is why "aesthetic" emotions seem more appropriate than
"utilitarian" emotions in advertising research, with the former generally felt
more significantly than they are acted upon. Aesthetic emotions elicit limited
physiological change, and they rely on the intrinsic pleasantness appraisal of
commercials. Accordingly, pleasure and displeasure-as observed through
expressive and subjective components of aesthetic emotion-often form the first
and only step of commercial appraisal, and they are directed toward attitude
formation rather than overt behaviors. Our preliminary psychophysiological
study shows this by investigating the contributions of psychophysiological and
self-reported measures of aesthetic emotions induced by commercials to explain
attitudes toward advertisements. The results show that only two components of
aesthetic emotion positively influenced attitudes toward the advertisements:
expressive (measured by facial electromyography) and subjective (measured by
the self-assessment manikin scale). Also, the subjective component of
aesthetic emotion partially mediates the effects of the expressive components
on attitudes toward the ads. Our exploratory study illustrates the relevance
of focusing on aesthetic emotions in advertising research. It also shed new
light on the contributions of the physiological, expressive, and subjective
feelings components of aesthetic emotions in advertising effectiveness. |
| Keywords: |
advertising,consumer neuroscience,emotion,psychophysiology,cognitive appraisal,skin conductance,facial EMG,aesthetics |
| Date: |
2020 |
| URL: |
http://d.repec.org/n?u=RePEc:hal:journl:hal-02998419&r=all |