The Impact of Feelings on Ad-Based Affect and Cognition
研究新电视广告引发的情感如何直接影响和间接影响广告态度与品牌态度，并区分了三种情感维度（积极、温暖、消极）的不同作用。
The authors examine the relationships among feelings generated by new television ads for unfamiliar products, judgments of the ads’ characteristics, brand attribute evaluations, attitude toward the ad, and attitude toward the brand in a simultaneous equation model. Feelings affect attitude toward the ad and attitude toward the brand directly and indirectly. The particular effects of three different dimensions of feelings—upbeat, warm, and negative—are identified. The results are robust to multiple viewings of the ad, different measurement delay periods, and the particular ad seen.