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| Author: | Bülbül, C. Menon, G. |
| Title: | The power of emotional appeals in advertising |
| Journal: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 169-180 |
| Index terms: | advertising decision making emotions |
| Language: | eng |
| Abstract: | This article explores the role of affective appeals in advertising on time-dependent decisions, that is, decisions for the short term vs. the long term. The distinction btw. abstract and concrete affect is introduced. Through two experiments, it is shown that concrete affective appeals drive behavioural intentions more strongly in the short-term perspective, whereas abstract affective appeals seem to drive behavioural intentions more strongly in the longer-term perspective. |
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