This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques. Some of the key topics explored include the measurement of mood, emotion and feeling in an ...
This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques. Some of the key topics explored include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient, and the structural aspects of an ad and how they relate to emotional responses.
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