Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized

Authors

  • Marc Roy Université du Québec à Rimouski

DOI:

https://doi.org/10.18533/ijbsr.v4i12.640

Keywords:

Advertising effectiveness, commercial breaks, emotional response, felt mood, warmth monitor.

Abstract

Recently there has been a lot of interest in measuring emotional responses to advertising. This study focuses on the measurement of a specific emotional response to television advertising; warmth. Nearly thirty years ago, (Aaker, Stayman and Hagerty, 1986) developed a procedure they called the Warmth Monitor; “paper and pencil” self-report process recording method. The Warmth Monitor has been used in a large number of empirical studies in marketing since, but the most recent versions of the procedure are computerized. The two methods of administering the Warmth Monitor are compared in this research.

Author Biography

Marc Roy, Université du Québec à Rimouski

Sciences de Gestion, Professeur

References

Aaker, D. A., Stayman D. M., and M. R. Hagerty (1986). Warmth in advertising: Measurement, impact and sequence effect. Journal of Consumer Research, 12, 365-381.

Batra, R., and M. L. Ray (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13, 234-249.

Baumgartner H., M. Sujan and D. Padgett (1997). Patterns of affective reactions to advertisements: the integration of moment-to-moment responses into overall judgments. Journal of Marketing Research, 34 (May), 219-232.

Coulter, K. S., (1998). The effects of affective responses to media context on advertising evaluations. Journal of Advertising, 27 (4), 41-51.

Derbaix, C. and I. Poncin (2005). La mesure des réactions affectives en marketing : évaluation des principaux outils. Rechercheet Applications en Marketing, 20, 55-75.

Edell J.A. and M.C. Burke (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14, 421-433.

Fenwick I. and M.L. Rice (1991). Reliability of continuous measurement copy-testing methods. Journal of Advertising Research, February/March, 23-29

Krugman, H. E., (1983). Television Program Interest and Commercial Interruption. Journal of Advertising Research, 23 (1), 21-23.

Lioret Segura, S. and Gonzalez-Roma, V. (2003). How do respondents construe ambiguous response formats of affect items? Journal of Personality and Social Psychology, 85 (5), 956-968.

Medianu, S., (2007). Mood Incongruent Recall: An Examination of Mediating Variables. Lethbridge Undergraduate Research Journal, 2, 1-5.

Moorman, M., Neijens, P. C., and E. G. Smit (2012). Program-Involvement Effects on Commercial Attention and Recall of Successive and Embedded Advertising. Journal of Advertising, 41(2), 25-38.

Norris, C. E., and A. M. Colman, (1993). Context effects on memory for television advertisements. Social Behavior and Personality, 21(4), 279-296.

Owolabi, A. B., (2009). Effect of Consumers Mood on Advertising Effectiveness. Europe’s Journal of Psychology, 4, 118-127.

Plutchik, R. (1980). Emotion: A Psychoevolutionary Synthesis, Harper and Row, New York (1980)

Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24 (September), 127-146.

Roy, M. (2013). Effects of Commercial Breaks Placement on Television Advertisement Effectiveness. International Journal of Business and Social Science, 4(9), 73-79.

Soldow, G. F., and V. Principe, (1981). Response to Commercials as a Function of Program Context. Journal of Advertising Research, 21 (2), 59-65.

Stayman, D. M., and D. A. Aaker (1993). Continuous measurement of self-report of emotional response. Psychology & Marketing, 10, 199-214.

Swaminathan, S., and R. Kent, (2013). Second-by-second analysis of advertising exposure in TV pods: The dynamics of position, length, and timing. Journal of Advertising Research, 53(1), 91-100.

Tavassoli, N. T., Shultz, C. J., and G. J. Fitzsimons, (1995). Program involvement: Are moderate levels best for ad memory and attitude toward the Ad? Journal of Advertising Research, 35 (5), 61-72.

VandenAbeele P. and D.L. MacLachlan (1994). Process tracing of emotional responses to TV Ads: Revisiting the warmth monitor, Journal of Consumer Research, 20 (March), 586-600.

Downloads

Published

2014-12-29

Issue

Section

Article