alexa Affective responses mediating acceptance of advertising
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Batra R, Ray ML

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This article argues that affective responses (ARs) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is presented. Three ARs are studied empirically; they appear to be antecedents of the attitude towards the ad (Aad) and to have a weak but significant impact on brand attitudes.

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This article was published in Journal of consumer research and referenced in Journal of Mass Communication & Journalism

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