Emotional Network In Control of Cognitive Processes In Advertisement

Andrzej Falkowski , Alicja Grochowska

Abstract

The 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.
Author Andrzej Falkowski (Wydział Psychologii)
Andrzej Falkowski,,
- Wydział Psychologii
, Alicja Grochowska (Wydział Psychologii)
Alicja Grochowska,,
- Wydział Psychologii
Journal seriesADVANCES IN CONSUMER RESEARCH, (0 pkt)
Issue year2009
Pages405-441
Publication size in sheets0
Languageen angielski
Score (nominal)10
Citation count*9 (2020-01-20)
Additional fields
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=1938
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=1938
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=1939
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=1939
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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