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More Than a Feeling: Emotional Contagion Effects in Persuasive Communication
The authors develop an affect-as-information model to explain how targeted emotions used in persuasion can influence unrelated products and brands that are presented nearby. In Study 1, the presence of an emotion-eliciting image affected consumer spending on unrelated products in a simulated retail environment. In Study 2, emotional processing ability and whether consumers monitored their feelings moderated emotional transfers between unrelated advertisements, providing support for an affect-as-information model. In Studies 3 and 4, the authors use the context of evaluative conditioning to generalize the incidence of emotional contagion in persuasive communication. They manipulate salience of affect and whether brand attitudes were measured or primed to provide additional evidence for and extend affect-as-information theory.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JMR5206 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | United States: American Marketing Association 2015 |
|---|---|
| Edisi | Vol. 52, No. 6, December 2015 |
| Subjek | Emotion Persuasion emotional contagion |
| ISBN/ISSN | 222429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 12 p. |
| Info Detail Spesifik | Journal of Marketing Research |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |