Abstract:

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results indicated that there were no significant overall differences in emotional responses to ads. One ad was found to evoke significantly different emotional response on the pleasure dimension and one ad on the arousal dimension. No significant difference was found for the dominance dimension between countries. The study also demonstrates that AdSAM® is an effective method for measuring emotional response globally, across cultures.