Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers’ Attitudes

Can properties of emotions other than valence influence consumers’ responses to emotional ads? We show that consumers’ processing motivation moderates whether their attitudes are based on the valence of or the resource demands imposed by the emotion featured in an ad. When motivation is low, consume...

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Veröffentlicht in:	The Journal of consumer research 2009-12, Vol.36 (4), p.585-599
Hauptverfasser:	Lau‐Gesk, Loraine, Meyers‐Levy, Joan
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Anxiety Consumer behavior Emotion theories Emotional expression Emotions Fear Guilt Happiness Motivation Psychological attitudes Resource demand Sadness Studies
Online-Zugang:	Volltext
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