Measuring Emotional Response to Advertising

Abstract

Understanding how consumers respond emotionally to advertising is necessary before we can understand the relationship between emotional response and advertising effectiveness. In this study, emotion is conceptualized as a multidimensional construct. A typology is presented which addresses how people respond emotionally to advertising on three progressively involved levels (“descriptive,” “empathic” and “experiential”). This typology is applied to verbatim responses of 1498 respondents viewing 50 television commercials. The relationships among emotional response and attitude to the ad, attitude to the brand, purchase intent, brand recall and ad content playback are reported.