Title: Measuring Emotional Response to Advertising: A Comment on Stout and Leckenby.
Authors: Page, Thomas J.; Daugherty, Patricia J.; Eroglu, Dogan; Hartman, David E.; Johnson, Scott D.; Lee, Doo-hee
Abstract: The article presents comments on the article "Measuring Emotional Response to Advertising," by Patricia A. Stout and John D. Leckenby (S&L), which was published in the 1986 issue of the "Journal of Advertising." The article questions the conclusion that S&L's research was able to represent three independent dimensions of emotional response, and also questions their method of analysis when comparing advertising effectiveness with emotional response. The article claims that S&L failed to analyze their results category of 'Had no emotional response' properly.
Subjects: ADVERTISING effectiveness; ADVERTISING; LECKENBY, John D.; STOUT, Patricia A.; ADVERTISING & psychology; EMOTIONAL conditioning; COMMUNICATION in marketing; MARKETING research; DATA analysis
Publication: Journal of Advertising, 1988, Vol 17, Issue 4, p49
ISSN: 0091-3367
Publication type: Academic Journal
DOI: 10.1080/00913367.1988.10673129

Measuring Emotional Response to Advertising: A Comment on Stout and Leckenby.

Page, Thomas J.; Daugherty, Patricia J.; Eroglu, Dogan; Hartman, David E.; Johnson, Scott D.; Lee, Doo-hee