| Status | 已發表Published |
| Match or not? The beauty of static and dynamic effects of emotional cues from different sources on Ad evaluation: An arousal-based approach | |
Yan, L. ; Liu, T. C. 
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| 2015-08-01 | |
| Source Publication | American Marketing Association Summer Marketing Educators Conference Proceedings
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| Publication Place | Chicago, USA |
| Publisher | American Marketing Association |
| Abstract | Considerable research has documented the substantial influence of affect on consumer behaviors (Greifeneder, Bless, and Pham 2010; Mogilner, Aaker, and Kamvar 2012). Two perspectives are proposed to explain the rationality of affective influenced behaviors: static affective evaluation theories and dynamic affect regulation theories. The two systems are competing but could be integrated into one theoretical model depending on external and internal cues (Andrade 2005). However, prior research mainly has taken a valence-based approach (López and Ruiz 2012), focusing on comparing the positive and negative valence on judgments. Such valence-based approach ignores the fact that affect is positioned in two dimensions: valence and arousal (Russell and Barrett 1999). Hence, this research tries to account for the role of the arousal from competing sources of information on the affect mechanisms, aiming to combine the two seemingly divergent theories under same umbrella with following questions: (1) How do different emotional cues (i.e. consumer mood valence, mood arousal states and target ad arousal levels) interact with each other? (2) Can arousal dimension function under similar mechanisms as valence? (3) Does arousal interaction effect go in the direction of mood congruence or affect regulation? (4) How do the two mechanisms work together to influence the ad evaluation? |
| Keyword | Arousal Regulation Mood Congruence Arousal-as-Information Ad Evaluation |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 14269 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Yan, L.,Liu, T. C.. Match or not? The beauty of static and dynamic effects of emotional cues from different sources on Ad evaluation: An arousal-based approach[C], Chicago, USA:American Marketing Association, 2015. |
| APA | Yan, L.., & Liu, T. C. (2015). Match or not? The beauty of static and dynamic effects of emotional cues from different sources on Ad evaluation: An arousal-based approach. American Marketing Association Summer Marketing Educators Conference Proceedings. |
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