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.