A Meta-Analysis of Relationships between Ad-Evoked Feelings and Advertising Responses

The authors conduct meta-analyses of relationships involving positive and negative ad-evoked feelings to determine (1) whether the effects of positive and negative feelings on advertising responses are symmetrical or asymmetrical and bipolar or bidimensional; (2) whether study design characteristics influence the strength of effects of positive and negative feelings on ad and brand attitudes; (3) whether moderator effects are differential for positive and negative feelings; and (4) whether relationships are generalizable across different study designs, product types, and media. Using the aggregated data, the authors assess competing predictions of three alternative theoretical perspectives: bipolarity, generalized asymmetry, and contingent asymmetry. Analyses indicate that positive and negative feelings have contingently asymmetrical effects on advertising responses. Study conditions related to subjects’ cognitive processing sets moderated the effects of negative feelings on ad and brand attitudes but generally did not moderate the effects of positive feelings. The authors also demonstrate the utility of bootstrapping as an advantageous new way of conducting moderator analyses in meta-analysis.

[1]  J. W. Hutchinson,et al.  The Effects of Ad Affect on Advertising Effectiveness , 1983 .

[2]  R. Bagozzi,et al.  Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior , 1994 .

[3]  D. Aaker,et al.  Are All the Effects of Ad-Induced Feelings Mediated by A(subscript)Ad? , 1988 .

[4]  R. Batra,et al.  Affective Responses Mediating Acceptance of Advertising , 1986 .

[5]  A. Greenwald,et al.  Audience Involvement in Advertising: Four Levels , 1984 .

[6]  David Walker,et al.  Why liking matters , 1994 .

[7]  M. Holbrook,et al.  Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time , 1991 .

[8]  H. E. Krugman.  THE IMPACT OF TELEVISION ADVERTISING: LEARNING WITHOUT INVOLVEMENT , 1965 .

[9]  Terence A. Shimp.  Attitude toward the AD as a Mediator of Consumer Brand Choice , 1981 .

[10]  M. Curren,et al.  Consumers' mood states: The mitigating influence of personal relevance on product evaluations , 1994 .

[11]  R. Rosenthal.  Meta-analytic procedures for social research , 1984 .

[12]  G. Judge,et al.  The Theory and Practice of Econometrics , 1981 .

[13]  J. Russell.  Affective space is bipolar. , 1979 .

[14]  T. E. Barry,et al.  The role of thematic congruence between a mood-inducing event and an advertised product in determining the effects of mood on brand attitudes , 1994 .

[15]  P. Homer,et al.  Attitudinal effects of character-based versus competence-based negative political communications , 1994 .

[16]  John D. Leckenby,et al.  Measuring Emotional Response to Advertising , 1986 .

[17]  Robert L. Bangert-Drowns,et al.  Review of developments in meta-analytic method. , 1986 .

[18]  J. Mathieu,et al.  A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment , 1990 .

[19]  D. Watson,et al.  Toward a consensual structure of mood. , 1985, Psychological bulletin.

[20]  R. Batra,et al.  The Role of Mood in Advertising Effectiveness , 1990 .

[21]  J. Edell,et al.  The Power of Feelings in Understanding Advertising Effects , 1987 .

[22]  Brian Sternthal,et al.  Fear Appeals: Revisited and Revised , 1974 .

[23]  D. Green,et al.  Measurement error masks bipolarity in affect ratings. , 1993, Journal of personality and social psychology.

[24]  Steven P. Brown,et al.  Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis , 1992 .

[25]  Richard P. Bagozzi,et al.  An examination of the psychometric properties of measures of negative affect in the PANAS-X scales. , 1993 .

[26]  Jerry C. Olson,et al.  Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? , 1981 .

[27]  Richard S. Lazarus,et al.  On the Primacy of Cognition. , 1984 .

[28]  F. Strack,et al.  Mood and Persuasion , 1990 .

[29]  Diane M. Mackie,et al.  Feeling Good, But Not Thinking Straight: The Impact of Positive Mood on Persuasion , 1991 .

[30]  Julie A. Edell,et al.  The Impact of Feelings on Ad-Based Affect and Cognition , 1989 .

[31]  J. Farley,et al.  Meta-Analysis in Marketing: Generalization of Response Models , 1986 .

[32]  Leigh McAlister,et al.  A Retailer Promotion Policy Model Considering Promotion Signal Sensitivity , 1993 .

[33]  R. Zajonc.  On the primacy of affect. , 1984 .

[34]  C. Derbaix,et al.  The Impact of Affective Reactions on Attitudes toward the Advertisement and the Brand: A Step toward Ecological Validity , 1995 .

[35]  R. Batra,et al.  Attitudinal effects of ad‐evoked moods and emotions: The moderating role of motivation , 1994 .

[36]  Thomas J. Madden,et al.  Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing “Sets” , 1988 .

[37]  M. Goldberg,et al.  Happy and Sad TV Programs: How They Affect Reactions to Commercials , 1987 .

[38]  M. Goldberg,et al.  Mood, Awareness, and Product Evaluation , 1993 .

[39]  N. Schwarz,et al.  Mood and Persuasion: Affective States Influence the Processing of Persuasive Communications , 1991 .

[40]  Donald R. Lehmann,et al.  Presidential Address Knowledge Generalization and the Conventions of Consumer Research: a Study in Inconsistency , 1996 .

[41]  Scott B. MacKenzie,et al.  The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations: , 1986 .

[42]  G. Clore,et al.  Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states. , 1983 .

[43]  Blair T. Johnson,et al.  Effects of involvement on persuasion: a meta-analysis , 1989 .

[44]  R. Mizerski.  An Attribution Explanation of the Disproportionate Influence of Unfavorable Information , 1982 .

[45]  R. Batra,et al.  Encoding and Retrieval of Ad Affect in Memory , 1991 .

[46]  S. Chaiken,et al.  Communication modality as a determinant of persuasion: The role of communicator salience. , 1983 .

[47]  N. Schwarz.  Feelings as information: Informational and motivational functions of affective states. , 1990 .

[48]  Paul R. Sackett,et al.  On seeking moderator variables in the meta-analysis of correlational data: A Monte Carlo investigation of statistical power and resistance to Type I error. , 1986 .

[49]  J. Stainer,et al.  The Emotions , 1922, Nature.

[50]  F. G. Cornell,et al.  Review of Developments , 1950 .

[51]  Wayne D. Hoyer,et al.  Why Switch? Product Category–Level Explanations for True Variety-Seeking Behavior , 1996 .

[52]  Craig A. Smith,et al.  Patterns of cognitive appraisal in emotion. , 1985, Journal of personality and social psychology.

[53]  J. Bettman,et al.  Autobiographical Memories, Affect, and Consumer Information Processing , 1992 .

[54]  C. Whan Park,et al.  The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads , 1991 .

[55]  A. Isen,et al.  Affect, accessibility of material in memory, and behavior: a cognitive loop? , 1978, Journal of personality and social psychology.

[56]  C. F. Kao,et al.  Central and peripheral routes to persuasion: An individual difference perspective. , 1986 .

[57]  David A. Aaker,et al.  Warmth in Advertising: Measurement, Impact, and Sequence Effects , 1986 .

[58]  Steven P. Brown.  A meta-analysis and review of organizational research on job involvement. , 1996 .

[59]  M. Holbrook,et al.  Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising , 1987 .

[60]  Robert Tibshirani,et al.  Bootstrap Methods for Standard Errors, Confidence Intervals, and Other Measures of Statistical Accuracy , 1986 .

[61]  Peter Schmidt,et al.  The Theory and Practice of Econometrics , 1985 .

[62]  Ira J. Roseman.  Appraisal determinants of discrete emotions. , 1991 .

[63]  Auke Tellegen,et al.  The structure of mood change: An idiographic/nomothetic analysis. , 1982 .

[64]  G. Clore,et al.  Feelings and phenomenal experiences , 1996 .

[65]  R. Lutz.  Affective and cognitive antecedents of attitude toward the ad : A conceptual framework , 1985 .

[66]  John E. Hunter,et al.  Methods of Meta-Analysis: Correcting Error and Bias in Research Findings , 1991 .

[67]  William L. Wilkie,et al.  Fear: The potential of an appeal neglected by marketing. , 1970 .

[68]  Leila T. Worth,et al.  Processing deficits and the mediation of positive affect in persuasion. , 1989, Journal of personality and social psychology.

[69]  Subhash Sharma,et al.  A Bootstrap Procedure for Evaluating Goodness-of-Fit Indices of Structural Equation and Confirmatory Factor Models , 1989 .

[70]  A. Isen,et al.  Positive affect, cognitive processes, and social behavior. , 1987 .

[71]  E. Diener,et al.  The independence of positive and negative affect. , 1984, Journal of personality and social psychology.

[72]  P. Bentler.  Semantic Space is (Approximately) Bipolar , 1969 .

[73]  P. Stout,et al.  The Nature of Emotional Response to Advertising: A Further Examination , 1988 .

[74]  Ellen M. Whitener,et al.  Confusion of confidence intervals and credibility intervals in meta-analysis. , 1990 .

[75]  P. Homer,et al.  Message Framing and the Interrelationships among Ad-Based Feelings, Affect, and Cognition , 1992 .

[76]  D. Watson,et al.  Development and validation of brief measures of positive and negative affect: the PANAS scales. , 1988, Journal of personality and social psychology.