The role of emotion in advertising
- 1 June 1984
- journal article
- research article
- Published by Wiley in Psychology & Marketing
- Vol. 1 (2) , 45-64
- https://doi.org/10.1002/mar.4220010206
Abstract
This paper addresses the reemergence of attention to the role of emotion in advertising. Conceptual clarity requires that emotions be distinguished from other motivational and affective constructs. Having thus narrowed our focus, we present a model of the emotional process and a typology of emotional content. We then address some related managerial issues in advertising strategy and methodological problems in measuring emotions. Finally, the preceding considerations suggest directions for future research on the role of emotion in advertising.Keywords
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