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- Title
Measuring Ad-Evoked Love.
- Authors
Huang, Ming-Hui
- Abstract
A 12-item measure for one of the most important human emotions, love, is developed by bringing together the three basic components of love: platonic love, sex, and companionate love (more commonly labeled as warmth). A second-order confirmatory factor analysis is specified using four love-centered perfume ads as stimuli to validate the ad-evoked love scale. Results support the plausibility of the proposed measure in representing two categories of love; romantic love (including platonic love and passionate love) and companionate love. The measure fills a current need by providing an appropriate measure for ad-evoked love.
- Subjects
LOVE; CONSUMER research; ADVERTISING; MARKETING strategy; EMOTIONS; PLATONIC love; FACTOR analysis; HUMAN sexuality; FELLOWSHIP; MARKETING research
- Publication
Advances in Consumer Research, 2001, Vol 28, Issue 1, p295
- ISSN
0098-9258
- Publication type
Article