The effect of emotions on evaluation and memory of print advertisement: An empirical study in the backward framing paradigm
Keywords:
memory distortion; emotional network; advertisement
Abstract
The study consisted of two parts. In the first part, the influence of emotions on evaluation of advertisement and on memory of brand claims has been examined. The second part was designed in the backward framing paradigm: memory distortions of ad evaluation and of brand claims have been examined in the conditions of weak and strong emotions, depending on the strength of emotions elicited by the ad. The study was designed in the 2x3 paradigm. Two contexts of ad perception: addirected and brand-directed processing, and three ads: autobiographical appealing to positive memories, autobiographical appealing to negative memories, and non-autobiographical, were used. Another form of advertisement was used as a post event information. The results showed the influence of autobiographical ad on emotions elicited by the ad and on evaluation of ad and brand. Memory of ads eliciting stronger emotions was less distorted than in the case of ads eliciting weaker emotions.
References
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Schacter, D. L., Slotnick, S. D. (2004). The cognitive neuroscience of memory distortion. Neuron, 44, 149-160.
Sujan, M., Bettman, J. R., Baumgartner, H. (1993). Influencing consumer judgments using autobiographical memories: A self-referencing perspective. Journal of Marketing Research, 30, 422-436.
Bartlett, F. C. (1932). Remembering: A study in experimental and social psychology. Cambridge: Cambridge University Press.
Baumgartner, H., Sujan, M., Bettman, J. R. (1992). Autobiographical memories, affect, and consumer information processing. Journal of Consumer Psychology, 1, 1, 53-82.
Borg, I., Lingoes, J. C. (1978). What weights have in individual differences scaling? Quality and Quantity, 12, 223-237.
Bower, G. H. (1992). How might emotions affect learning. W: S. A. Christianson (red.), The handbook of emotion and memory: Research and theory (s. 3-31). Hillsdale, NJ: Erlbaum.
Bower, G. H. (1998). Niektóre relacje między emocjami a pamięcią. W: P. Ekman, R. J. Davidson (red.), Natura emocji (s. 255-258). Gdańsk: GWP.
Braun, K. A. (1999). Postexperience advertising effects of consumer memory. Journal of Consumer Research, 25, 319-334.
Braun, K. A., Loftus, E. F. (1998). Advertising’s misinformation effect. Applied Cognitive Psychology, 12, 569-591.
Braun, K. A., Zaltman, G. (1997). Backward framing through memory reconstruction. „Marketing Sciences Institute”, report no. 98-109, 42 p.
Braun-LaTour, K. A., LaTour, M. S. (2005). Transforming consumer experience. When timing matters. Journal of Advertisig, 34, 3, 19-30.
Braun-LaTour, K. A., LaTour, M. S., Pickrell, J. E., Loftus, E. F. (2004). How and when advertising can influence memory for consumer experience. Journal of Advertising, 33, 4, 7-25.
Burke, M. C., Edell, J. E. (1989). The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 26, 69-83.
Escalas, J. E., Moore, M. C., Edell Britton, J. (2004). Fishing for feelings? Hooking viewers helps! Journal of Consumer Psychology, 14, 1-2, 105-114.
Falkowski, A. (2004). Pamięć i wiedza w kontekście rozwoju poznania naukowego. Nauka, 2, 105-124.
Grochowska, A., Falkowski, A. (w druku). Sieciowa struktura emocji: podstawy teoretyczne i konstrukcja skali do badania reakcji emocjonalnych na reklamę. Studia Psychologiczne.
Holbrook, M. B., Batra, R. (1987). Assessing the role of emotions as mediators of consumer response to advertising. Journal of Consumer Research, 14, 3, 404-420.
Keller, K. L. (1987). Memory factors in advertising: The effect of advertising retrieval cues on brand evaluations. Journal of Consumer Research, 14, 316-333
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29, 3, 349-356.
Krugman, H. E. (1967). The measurement of advertising involvement. Public Opinion Quarterly, 30, 4, 583-596.
Maruszewski, T. (2005). Pamięć autobiograficzna. Gdańsk: GWP.
McClelland, J. L. (1995). Constructive memory and memory distortions: A parallel distributed processing approach. W: D. Schacter (red.), Memory distortion (s. 69-90). Cambridge, MA: Harvard University Press.
Metcalfe, J. (1991). Recognition failure and the composite trace memory in CHARM. Psychological Review, 98, 529-553.
Morris, J. D., Woo, C., Geason, J. A., Kim, J. (2002). The power of affect: Predicting intention. Journal of Advertising Research, 42, 3, 7-17.
Neisser, U. (1967). Cognitive psychology. New York: Appleton.
Oatley, K., Jenkins, J. M. (2003). Zrozumieć emocje. Warszawa: PWN.
Panksepp, J. (2005). Emocje jako twory naturalne w mózgu ssaków. W: M. Lewis, J. M. Haviland- -Jones (red.), Psychologia emocji (s. 185-209). Gdańsk: GWP.
Panksepp, J. (1998). Odpowiednie rozróżnienie procesów afektywnych i poznawczych jest istotne dla postępów w badaniu mózgu. W: P. Ekman, R. J. Davidson (red.), Natura emocji (s. 197-199). Gdańsk: GWP.
Park, C. W., Young, S. M. (1983). Types and levels of involvement and brand attitude formation. Advances in Consumer Research, 10, 320-324.
Parrot, W. G., Spackman, M. P. (2005). Emocje i pamięć. W: M. Lewis, J. M. Haviland-Jones (red.), Psychologia emocji (s. 598-633). Gdańsk: GWP.
Rączka, M. (2005). Wpływ emocji na ocenę i pamięć: badanie empiryczne na przykładzie reklamy autobiograficznej (mps pracy magisterskiej, SWPS w Warszawie).
Schacter, D. L. (2003). Siedem grzechów pamięci. Warszawa: PIW.
Schacter, D. L., Slotnick, S. D. (2004). The cognitive neuroscience of memory distortion. Neuron, 44, 149-160.
Sujan, M., Bettman, J. R., Baumgartner, H. (1993). Influencing consumer judgments using autobiographical memories: A self-referencing perspective. Journal of Marketing Research, 30, 422-436.
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2019-03-28
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