GEUENS, M.; PELSMACKER, P. DE; FASEUR, T. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2010
In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a...