PT  - JOURNAL ARTICLE
AU  - Micael Dahlen
AU  - Helge Thorbjørnsen
AU  - Jonas Colliander
AU  - Sara Rosengren
AU  - Alice Gemvik
AU  - Christian Thorwid
TI  - The Effects of Communicating Passion in Advertising
AID  - 10.2501/JAR-2019-040
DP  - 2020 Mar 01
TA  - Journal of Advertising Research
PG  - 3--11
VI  - 60
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/60/1/3.short
4100  - http://www.journalofadvertisingresearch.com/content/60/1/3.full
SO  - J Advert Res2020 Mar 01; 60
AB  - In advertising, brands often communicate passion through statements such as, “We love what we do.” This study tests whether such communication of passion positively influences consumers' product and brand evaluations. Data from three experimental studies suggest that the mere statement of brand passion in advertising indeed leads consumers to rate both the product and the brand more positively. In line with theories of advertising signaling and emotional contagion, the positive effects of brand passion seem to be driven by higher perceived brand efforts as well as spillover of passion from the brand to the consumer.