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- Title
Warmth in Advertising: Measurement, Impact, and Sequence Effects.
- Authors
Aaker, Daviq A.; Stayman, Douglas M.; Hagerty, Michael R.
- Abstract
The impact of the feeling of warmth created by a commercial, as measured by the "warmth monitor," is explored in a series of three studies. The first study examines the relationship between warmth and arousal as measured by skin response. The other studies explore the relationship between warmth and advertising responses such as liking of the ad and purchase likelihood through testing ads with warm and other execution strategies. They also test the effects of sequences of commercials on warmth responses and on the impact of the ad.
- Subjects
ADVERTISING &; psychology; ADVERTISING; AROUSAL (Physiology); MARKETING research; TELEVISION advertising; MATHEMATICAL models in business; MARKETING strategy; MOVEMENT sequences; MATHEMATICAL sequences; MATHEMATICAL models of industrial management
- Publication
Journal of Consumer Research, 1986, Vol 12, Issue 4, p365
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/208524