Emotion in Advertising: Theoretical and Practical Explorations


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.

Additional information

Includes content by:
  • Stuart J. Agres
  • Thomas K. Srull
  • David A. Aaker
  • Douglas M. Stayman
  • Christopher P. Puto
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1990


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.