@article{ART001071973},
author={HyeSeung Lee and Hyun Young Cho},
title={Affective Congruency Effects in Advertising},
journal={Korean Social Science Journal},
issn={1225-0368},
year={2007},
volume={34},
number={1},
pages={71-92},
doi={10.36033/kssj.34.1.200706.71}
TY - JOUR
AU - HyeSeung Lee
AU - Hyun Young Cho
TI - Affective Congruency Effects in Advertising
JO - Korean Social Science Journal
PY - 2007
VL - 34
IS - 1
PB - Korean Social Science Research Council
SP - 71
EP - 92
SN - 1225-0368
AB - The purpose of this study is to examine how affective.ex-pectancy influences and forms attitudes toward advertising and how spe-cific affection (humorous, touching, and fear) influences attitudes differ-ently beyond dichotomized affection in advertising. The findings of this study demonstrated that the effect of emotion on a designated prefer-ence in response to emotionally framed advertising was not a simple function of valence. Rather, preference only increased when the emo-tional framing of the advertisement matched the phenomenological state of the recipient. Specifically, expectation of humorous showed most in-creased preference for the humorous.framed version of the advertising, and expectation of touching showed the most increased preference for the touching .framed version of the advertising. However, expectation of fear did not show the increase in preference for the fear.framed version of the advertisement.
KW - affective expectancy;affective congruency effect;advertising
DO - 10.36033/kssj.34.1.200706.71
ER -
HyeSeung Lee and Hyun Young Cho. (2007). Affective Congruency Effects in Advertising. Korean Social Science Journal, 34(1), 71-92.
HyeSeung Lee and Hyun Young Cho. 2007, "Affective Congruency Effects in Advertising", Korean Social Science Journal, vol.34, no.1 pp.71-92. Available from: doi:10.36033/kssj.34.1.200706.71
HyeSeung Lee, Hyun Young Cho "Affective Congruency Effects in Advertising" Korean Social Science Journal 34.1 pp.71-92 (2007) : 71.
HyeSeung Lee, Hyun Young Cho. Affective Congruency Effects in Advertising. 2007; 34(1), 71-92. Available from: doi:10.36033/kssj.34.1.200706.71
HyeSeung Lee and Hyun Young Cho. "Affective Congruency Effects in Advertising" Korean Social Science Journal 34, no.1 (2007) : 71-92.doi: 10.36033/kssj.34.1.200706.71
HyeSeung Lee; Hyun Young Cho. Affective Congruency Effects in Advertising. Korean Social Science Journal, 34(1), 71-92. doi: 10.36033/kssj.34.1.200706.71
HyeSeung Lee; Hyun Young Cho. Affective Congruency Effects in Advertising. Korean Social Science Journal. 2007; 34(1) 71-92. doi: 10.36033/kssj.34.1.200706.71
HyeSeung Lee, Hyun Young Cho. Affective Congruency Effects in Advertising. 2007; 34(1), 71-92. Available from: doi:10.36033/kssj.34.1.200706.71
HyeSeung Lee and Hyun Young Cho. "Affective Congruency Effects in Advertising" Korean Social Science Journal 34, no.1 (2007) : 71-92.doi: 10.36033/kssj.34.1.200706.71
