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Effects of Music Induced Arousal on Cognitive Responses and Store Image Read chapter Read first chapter

2015 | OriginalPaper | Chapter

The Advertising Effectiveness of Different Levels of Humor and Warmth and the Moderating Role of Affect Intensity

Authors : Patrick De Pelsmacker, Maggie Geuens

Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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The responses to three different levels of warmth and three different levels of humor are investigated as well as the moderating role of affect intensity (AI). In general, high levels of humour and warmth seem to be more effective, and generate significantly more positive responses in high than in low AI-respondents.

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previous chapter Effects of Music Induced Arousal on Cognitive Responses and Store Image
next chapter An Investigation of Innov Ativeness and Early Product Adoption among Teenagers
Metadata
Title
The Advertising Effectiveness of Different Levels of Humor and Warmth and the Moderating Role of Affect Intensity
Authors
Patrick De Pelsmacker
Maggie Geuens
Copyright Year
2015
Book
Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-13083-5

Electronic ISBN: 978-3-319-13084-2

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-13084-2_2