RT Journal Article
SR Electronic
T1 Brand Relationships: Strengthened by Emotion, Weakened by Attention
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 410
OP 419
DO 10.2501/S002184990606048X
VO 46
IS 4
A1 Robert Heath
A1 David Brandt
A1 Agnes Nairn
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/4/410.abstract
AB This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships. This assertion is tested using a new research copy-testing system—the CEP™Test—and the results confirm that favorability toward brands is strongly correlated with emotional content in advertising, but not with factual content. However, learning from psychology indicates that high attention weakens the effect of emotional content, so the implications are that advertising aimed at building strong brand relationships might be more effective if processed at lower levels of attention.