Emotions matter

Date of publication: January 1, 2000

Abstract:

The central idea of this paper is show emotions and the viewer will buy. Based on a research with 951 TV commercials and 1,361 viewers, the authors arrived at several conclusions: Feelings on TV is the best way to make the viewer feel emotions. What people see while watching the spot and not what they understand and the information they later gather determines the attitude towards the ad. If one likes the TV spot of a given brand there is a fair chance that he/she will also develop a positive attitude towards that brand. On the basis of one's overall attitude towards the brand it is possible to get an idea of the purchase intention.

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