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The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand

International journal of research in marketing, 1997-07, Vol.14 (3), p.207-229 [Peer Reviewed Journal]

1997 ;Copyright Elsevier Sequoia S.A. Jul 1997 ;Distributed under a Creative Commons Attribution 4.0 International License ;ISSN: 0167-8116 ;EISSN: 1873-8001 ;DOI: 10.1016/S0167-8116(97)00003-7 ;CODEN: IJRME6

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  • Title:
    The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand
  • Author: Derbaix, Christian ; Bree, Joël
  • Subjects: Affective reactions ; Attitude toward the ad ; Attitude toward the brand ; Brands ; Business administration ; Children ; Children & youth ; Commercials ; Consumer attitudes ; Consumer behavior ; Facial expressions ; Humanities and Social Sciences ; Statistical analysis ; Studies
  • Is Part Of: International journal of research in marketing, 1997-07, Vol.14 (3), p.207-229
  • Description: This research investigates the impact of children's affective reactions elicited by TV ads on two essential indicators of advertising effectiveness: the attitude toward the ad ( A ad) and post exposure brand attitude ( A bp). Working with children as subjects, minimizing forced exposure and using a real program in which real commercials were embedded, were the authors' methodological choices. This offered a setting as naturalistic as possible to assess the impact of verbal as well as non-verbal affective reactions, the latter being measured through facial expressions. It was clearly found that the evaluative judgments of the ad elements of execution — but not of the ad arguments — are instrumental in shaping children's A ad and A bp. Verbal affective reactions, especially the positive ones, are important predictors of A ad and A bp. The link between A ad and A bp is significant both for known and unknown brands. The contribution of facial expressions is limited. A ad does not mediate the impact of affective reactions on A bp. Finally, limitations of this study are pinpointed and issues for further research are offered.
  • Publisher: Amsterdam: Elsevier B.V
  • Language: English
  • Identifier: ISSN: 0167-8116
    EISSN: 1873-8001
    DOI: 10.1016/S0167-8116(97)00003-7
    CODEN: IJRME6
  • Source: Alma/SFX Local Collection
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