Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer?

Mitchell, Talé A.; Nelson, Michelle R.

doi:10.1080/10641734.2018.1428252

Cited by 15 publications

(13 citation statements)

References 80 publications

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“…First, pleasure is believed to drive affective psychological responses (e.g., brand attitude) via direct affect transfer (Mitchell and Nelson 2018). This psychological mechanism explains how people attribute positive affect that they experience in a particular context to a stimulus that is embedded within this context.…”

Section: Are Advergames Persuasive?mentioning

confidence: 99%

“…In the context of advergames, it would suggest that people attribute the positive affect experienced while playing an advergame to the brand that is embedded in the game. Second, arousal is believed to drive primarily conative psychological responses (e.g., purchase intention) via excitation transfer (Mitchell and Nelson 2018;Zillmann 1971). This psychological mechanism works similarly to affect transfer; however, in this case, not positive affect but residual excitement from playing an advergame is (mis)attributed to the brand or product that was embedded into the game, making the brand seem more exciting.…”

Section: Are Advergames Persuasive?mentioning

confidence: 99%

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The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Berlo

Reijmersdal

Eisend

2021

Journal of Advertising

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Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic search procedure was used and 38 relevant data sets were identified. The results indicate that, generally, (1) consumers have a more positive attitude toward advergames than other types of advertising; (2) brand and product information seems less likely to be remembered by consumers when it is communicated via an advergame versus different types of advertising; (3) advergames seem to be persuasive and (4) drivers of choice behavior; and (5) compared to other types of advertising, advergames are less likely to be recognized as advertising; finally, a metaregression model showed that (6) consumers' age mitigates the persuasiveness of advergames, meaning that younger consumers seem more susceptible to the persuasive effect of advergames than older consumers are.

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Section: Are Advergames Persuasive?mentioning

confidence: 99%

Section: Are Advergames Persuasive?mentioning

confidence: 99%

The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Berlo

Reijmersdal

Eisend

2021

Journal of Advertising

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“…Affect transfer theory has been widely used in several research domains, such as advertising (Mitchell and Nelson, 2018), international marketing (Laroche et al. , 2005), corporate social responsibility (Scheinbaum and Lacey, 2015), information technology (Zhao et al ., 2020) and tourism (Zhao et al ., 2020).…”

Section: Findings and Discussionmentioning

confidence: 99%

“…3.6.2.3 Affect transfer theory. Affect transfer theory has been widely used in several research domains, such as advertising (Mitchell and Nelson, 2018), international marketing Online service failure (Laroche et al, 2005), corporate social responsibility (Scheinbaum and Lacey, 2015), information technology (Zhao et al, 2020) and tourism (Zhao et al, 2020). Affect transfer theory explains the process whereby individuals' pre-existing affect (mood, emotion, and feelings) toward an object is transferred to another closely related object (Zhao et al, 2020, p. 3).…”

Section: Research Design and Data Collectionmentioning

confidence: 99%

Online service failure: antecedents, moderators and consequences

Adil

Sadiq

Jebarajakirthy

et al. 2022

JSTP

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PurposeThe purpose of this study is to present a systematic review of the online service failure (OSF) literature and conduct an exhaustive analysis of academic research on this emerging research area.Design/methodology/approachThe current study has adopted a structured systematic literature review approach to synthesize and assess the OSF literature. Further, the study uses the Theory-Context-Characteristics-Methodology (TCCM) framework to propose future research directions in the OSF domain.FindingsThis systematic review shows that OSF research is still developing and remains mainly incoherent. Further, the study develops a conceptual framework integrating the frequently reported antecedents, mediators, moderator and consequences in the extant literature. This review also synthesizes the theoretical perspectives adopted for this domain.Research limitations/implicationsThe study followed specific inclusion and exclusion criteria to shortlist articles. Further, articles published only in the English language were considered. Hence, the findings of this review cannot be generalized to all OSF literature.Practical implicationsThis systematic review has classified antecedents into customers' and service providers' roles which will enable online service providers to understand all sets of factors driving OSF. It also synthesizes and presents service recovery strategies and emphasizes the role of online customer support to fix OSF.Originality/valueThe OSF literature is still developing and remains highly incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the OSF literature to study its development over time and proposes a framework which provides a comprehensive understanding of OSF.

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“…According to mood management theory (Robinson and Knobloch-Westerwick, 2021), the content and process gratifications associated with reading customer magazines are likely to evoke positive feelings in consumers. Direct affect transfer theory assumes that changes in liking of a target element (= conditioned stimulus) occur because of the pairing of the target element with another stimulus (= unconditioned stimulus), which means that the target element acquires the affective qualities of the unconditioned stimulus (Mitchell and Nelson, 2018). Accordingly, the positive feelings evoked by reading should transfer directly to consumers' attitudes toward the publishing company's brand (= transfer of affect between customer magazine as unconditioned stimulus and brand as conditioned stimulus).…”

Section: Gratifying Process Experiencesmentioning

confidence: 99%

Don't forget about customer magazines: the effects of reading experiences on customer magazine effectiveness

Koob

2023

Front. Commun.

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IntroductionContent marketing continues to gain importance in organizations' marketing mix. However, its effectiveness has received little academic attention. This is particularly true of customer magazines, which, despite increasing digitization, remain a key pillar of content marketing and account for considerable investments. Therefore, this paper examines how reading experiences affect the effectiveness of customer magazines, mediated by media engagement.MethodsBased on the uses-and-gratifications-theory and literature on sensory perception, journalistic quality, and media engagement, several hypotheses are proposed. To investigate the hypotheses, the study uses a cross-sectional survey. The dataset for the analyses consists of 1,396 consumers and is analyzed by structural equation modeling.ResultsThe results indicate that hedonically gratifying, as well as identity-enforcing content experiences and visually and haptically gratifying process experiences are associated with higher effectiveness. Media engagement mediates these effects. Experienced journalistic quality directly and positively influences customer magazine effectiveness.DiscussionThis study's findings are important to marketing communications research. In particular, the study contributes to the still limited literature on content marketing effectiveness and helps practitioners optimize customer magazines.

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Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer?

Cited by 15 publications

References 80 publications

The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Online service failure: antecedents, moderators and consequences

Don't forget about customer magazines: the effects of reading experiences on customer magazine effectiveness

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