Emotional Network In Control of Cognitive Processes In Advertisement
Andrzej Falkowski , Alicja Grochowska
AbstractThe theoretical background for the presented research are network models of memory and emotion, and the prospect theory. The research examines cause-effect relationships between emo- tions elicited by the advertisement and the processes of evaluation and memory for ads appealing to positive or negative emotions. Structural equation modeling has been applied as a method of statistical analysis. The two studies show the significance of emo- tions and the specificity of autobiographical ads and PSA ’ s (non- commercial advertisements), with reference to a consumer ’ s per- sonal gains and losses in the light of the prospect theory.
|Journal series||ADVANCES IN CONSUMER RESEARCH, (0 pkt)|
|Publication size in sheets||0|
|Citation count*||9 (2020-01-20)|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=1938|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=1938|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=1939|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=1939|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.