Eww .. That’s gross
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Transcript of Eww .. That’s gross
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Measuring the Effect ofInformational and Emotional Ad
Strategies on
Brand Recall and Brand Attitude
Sean BaileyJennifer Lee
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Eww.. That’s gross
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Oh, I recognize that design!
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Hmm…I think I
actually want that bag!
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Brainstorming & Jotting down ideas
• Negative feelings led to positive outcome!• But.. Maybe I began to like it because it’s Louis
Vuitton!• Shocking advertisements are easier to recall.• I wondered which would be more effective,
positive feelings or negative feelings?
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High Awareness
BrandsLow
Awareness (Fictitious)
Brands
Informational
Positive Emotional
Negative Emotional
Brand Recall
Brand Attitude Change
Brand Awareness X Ad Strategy = Effect
Theoretical Model (2X3 Design)
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• Group 1Show Advertisements with High brand awareness
(REI, Nike, Patagonia, Reebok, Adidas, etc)
• Group 2Show the same advertisements with fictitious brand
names and logos (Adobe Photoshop)
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•Positive emotional ads•Negative emotional ads•Informational ads
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•Positive emotional ads•Negative emotional ads•Informational ads
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•Positive emotional ads•Negative emotional ads•Informational ads
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Positive Emotional Ads (Upbeat)
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Positive Emotional Ads (Warm)
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Negative Emotional Ads
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Informational Ads
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High Awareness
BrandsLow
Awareness (Fictitious)
Brands
Informational
Positive Emotional
Negative Emotional
Brand Recall
Brand Attitude Change
Brand Awareness X Ad Strategy = Effect
Theoretical Model (2X3 Design)
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• Brand attitude-Yoo & MacInnis (2005)-Four items (like-dislike, positive-negative, good-bad, favorable-
unfavorable)-Each item scored on a seven-point semantic differential scale.
Like Dislike
Positive Negative
Good Bad
Favorable Unfavorable
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• Brand recallOpen-ended questionTop of mind awareness
Q: Please write down ALL brand names used in this experiment
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Questions and Comments Please!