How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands

Adaval, Rashmi

doi:10.1086/378614

Cited by 90 publications

(90 citation statements)

References 46 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Bless & Fiedler, 2006;Schwarz & Clore, 2006) or overly positive evaluations of options (e.g. Adaval, 2003;Bower, 1991;Howard & Barry, 1994). A closer look at the data revealed, however, that positive affect was related to search in older but not younger adults.…”

Section: Discussion Of Studymentioning

confidence: 99%

Losing a dime with a satisfied mind: Positive affect predicts less search in sequential decision making.

Helversen

Mata

2012

Psychology and Aging

View full text Add to dashboard Cite

We investigated the contribution of cognitive ability and affect to age differences in sequential decision making by asking younger and older adults to shop for items in a computerized sequential decision-making task. Older adults performed poorly compared to younger adults partly due to searching too few options. An analysis of the decision process with a formal model suggested that older adults set lower thresholds for accepting an option than younger participants. Further analyses suggested that positive affect, but not fluid abilities, was related to search in the sequential decision task. A second study that manipulated affect in younger adults supported the causal role of affect: Increased positive affect lowered the initial threshold for accepting an attractive option. In sum, our results suggest that positive affect is a key factor determining search in sequential decision making. Consequently, increased positive affect in older age may contribute to poorer sequential decisions by leading to insufficient search. Losing a dime with a satisfied mind:Positive affect predicts less search in sequential decision making We investigated the contribution of cognitive ability and affect to age differences in sequential decision making by asking younger and older adults to shop for items in a computerized sequential decision-making task. Older adults performed poorly compared to younger adults partly due to searching too few options. An analysis of the decision process with a formal model suggested that older adults set lower thresholds for accepting an option than younger participants. Further analyses suggested that positive affect, but not fluid abilities, was related to search in the sequential decision task. A second study that manipulated affect in younger adults supported the causal role of affect: Increased positive affect lowered the initial threshold for accepting an attractive option. In sum, our results suggest that positive affect is a key factor determining search in sequential decision making.Consequently, increased positive affect in older age may contribute to poorer sequential decisions by leading to insufficient search.

show abstract

Section: Discussion Of Studymentioning

confidence: 99%

Losing a dime with a satisfied mind: Positive affect predicts less search in sequential decision making.

Helversen

Mata

2012

Psychology and Aging

View full text Add to dashboard Cite

show abstract

“…This confirmatory search results in a strong correlation between the immediate affective response elicited by a target and the spontaneous thoughts that people associate with the target. 4 This strong correlation in turn results in more polarized evaluations (Adaval, 2003). Consistent with this proposition, Pham et al, (2001) found, for instance, that affective feelings toward a variety of stimuli (magazine pictures, TV commercials, etc.)…”

Section: Properties Of Evaluations and Decisions Based On Integral Afmentioning

confidence: 70%

“…On the one hand, they seem to promote greater flexibility and creativity in problem solving; on the other hand, they seem to promote a more top-down, less data-driven, and less thorough mode of processing. Recent studies by Adaval (2003) suggest that one consequence of this more top-down form of processing is that positive moods polarize the evaluative impact of judgment inputs involving preexisting knowledge structures (e.g., schemata, stereotypes, categories, brands, etc.). Adaval's (2003) studies show that, under positive mood, brand names (and their associated knowledge structures) have greater influence on product evaluations than under negative mood.…”

Section: Effects Of Incidental Affect On Judgment and Decision Processesmentioning

confidence: 99%

“…Recent studies by Adaval (2003) suggest that one consequence of this more top-down form of processing is that positive moods polarize the evaluative impact of judgment inputs involving preexisting knowledge structures (e.g., schemata, stereotypes, categories, brands, etc.). Adaval's (2003) studies show that, under positive mood, brand names (and their associated knowledge structures) have greater influence on product evaluations than under negative mood. Specifically, products from popular brands are evaluated more favorably under positive mood than under negative mood, whereas products from unpopular brands are evaluated less favorably under positive mood than under negative mood.…”

Section: Effects Of Incidental Affect On Judgment and Decision Processesmentioning

confidence: 99%

See 1 more Smart Citation

The Nature and Role of Affect in Consumer Behavior

Cohen

Pham

Andrade

Handbook of Consumer Psychology

233

287

View full text Add to dashboard Cite

research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics. Within psychology more generally, Schimmack and Crites (2005) located 923 references to affect between 1960 and 1980 and 4,170 between 1980 and 2000. Since research on affect has become more specialized, this chapter will concentrate on the various ways affect influences judgment and choice rather than on broader and historical perspectives.These will include the role of affect in information retrieval, differential processing of affectively colored information (including the role of affect in strengthening mental associations and memory consolidation), how and when affect provides information that influences judgments and decisions, and the motivational role of affect in guiding behavior and signaling the need for changes in vigilance, intensity, and direction. We begin, however, with some essential definitions. THE NATURE AND STRUCTURE OF AFFECT On Affect: Feelings, Emotions, and Moods What Affect MeansThere is still some carryover from the use of the term "affect" to also refer to what is, in essence, the evaluative aspect of attitudes. This stems from the classic tri-partite depiction of attitudes: cognitive, affective, and conative (see Eagly & Chaiken, 1993) and a failure to adequately differentiate between evaluative measures (e.g., favorable/unfavorable) and antecedent or subsequent processes, which might be feeling-based. Consistent with most recent 3 scholarly discussions, we reserve the term "affect" to describe an internal feeling state. One's explicit or implicit "liking" for some object, person, or position is viewed as an evaluative judgment rather than an internal feeling state. As Russell and Carroll (1999a) put it:"By affect, we have in mind genuine subjective feelings and moods (as when someone says, 'I'm feeling sad'), rather than thoughts about specific objects or events (as when someone calmly says, 'The crusades were a sad chapter in human history')." This chapter maintains the separation of affect as a feeling state that is distinct from either liking or purely descriptive cognition. So when we use the term "affect" to describe stimuli, internal and overt responses, it is only in relation to evoked feeling states. Imagine, in contrast, an advertisement whose words or images connote a happy (i.e., successful) outcome.Affective processes cannot merely be assumed. Alternative explanations (e.g., the advertised product seems likely to produce favorable outcomes) for so-called "affective" influences on subsequent evaluations and behavior must be ruled out before implicating affect. These include semantically associated changes in object meaning or construct accessibility.This definition also raises both philosophical and empirical questions about whether such a feeling state must be consciously experienced or whether we can be unaware that we are experiencing affect. Research where subliminally presented smiling or frowning faces were used to prime affect (outside of awarenes...

show abstract

“…Further studies should examine the influence of the emotional context on the effectiveness of TVCs that induce positive or negative emotions on their own; TVCs of well-known brands that elicit a rich network of mental associations (Adaval, 2003), and effectiveness of TVCs that are already familiar to the participants. Finally, the durability of the effects of the emotional context on advertising effectiveness should also be examined.…”

Section: Discussionmentioning

confidence: 99%

Emotional Context and Effectiveness of Tv Advertising

Alčaković

Orlić

Đurić³

2018

View full text Add to dashboard Cite

This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, attitude toward the ad (Aad), attitude toward the brand (Ab), and purchase intent (PI). Results of Experiment 1 revealed that participants who were pre-exposed to a positive emotional context had a more positive Aad, Ab and a higher PI, when compared to those who were pre-exposed to a negative emotional context. Experiment 2 demonstrated that pre-exposure to the positive emotional context was associated with more positive Ab and a higher PI, while preexposure to the negative emotional context led to more negative Aad. In both experiments there was no indication of the influence of the emotional context on Ad recall. However, data from Experiment 2 suggested that both positive and negative emotional contexts positively affected ad recognition, when compared to an emotionally neutral situation. In conclusion, our findings advocate the importance of emotional context in which TVCs are broadcasted to the general public, a fact that has been vastly neglected so far by media planners.

show abstract

How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands

Cited by 90 publications

References 46 publications

Losing a dime with a satisfied mind: Positive affect predicts less search in sequential decision making.

Losing a dime with a satisfied mind: Positive affect predicts less search in sequential decision making.

The Nature and Role of Affect in Consumer Behavior

Emotional Context and Effectiveness of Tv Advertising

Contact Info

Product

Resources

About