ASSESSING THE ROLE OF EMOTIONS AS MEDIATORS OF CONSUMER RESPONSES TO ADVERTISING
ASSESSING THE ROLE OF EMOTIONS AS MEDIATORS OF CONSUMER RESPONSES TO ADVERTISING
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DOI：
10.1086/209123
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发表时间：
1987-12-01
影响因子：
7.2
通讯作者：
BATRA, R
中科院分区：
文献类型：
--
作者：
HOLBROOK, MB;BATRA, R
本文关注消费者行为的情感方面，主张拓宽与消费相关的情感的视野，并关注情感在广告效果中的中介作用。具体来说，它提出了一种方法，检查干预情绪反应调解广告内容和对广告或品牌的态度之间的关系的方式。这种方法的一个说明性的应用程序表明其有用性，在评估的作用，情绪作为中介的消费者对广告的反应。
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating the effects of advertising. Specifically, it proposes an approach that examines the manner in which intervening emotional reactions mediate the relationship between advertising content and attitudes toward the ad or brand. An illustrative application of this approach demonstrates its usefulness in assessing the role of emotions as mediators of consumer responses to advertising.