RT Journal Article
SR Electronic
T1 How Emotional Tugs Trump Rational Pushes
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 31
OP 39
DO 10.2501/JAR-52-1-031-039
VO 52
IS 1
A1 Orlando Wood
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/1/31.abstract
AB This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt. Drawing on empirical data, it shows how an emotional model of advertising and emotional measurement can lead to greater effectiveness and efficiency and to better planning and decision making.