Although the link between cognition and affect in the advertising context has been demonstrated in several studies, no research to date has considered adolescents' affective responses to movie posters and their attitudes to negative and positive images. A 2 (between subjects) x 4 (within subjects) mixed-factorial experiment design comprising two groups of subjects (80 adolescents and 80 young adults) and four advertising stimuli (two highly positive images and two highly negative images) was used to test the differences in the subjects' attitudes to advertising, positive and negative affect, and viewing intentions. Although the adolescents, compared to the young adults, did not appear to have significantly stronger attitudes to emotional advertisements (ads), they showed a similar level of intensity of affective response when exposed to negative and positive images.

Affective responses to movie posters: Differences between adolescents and young adults / Baumgartner, Emma; Laghi, Fiorenzo. - In: INTERNATIONAL JOURNAL OF PSYCHOLOGY. - ISSN 0020-7594. - ELETTRONICO. - 47:2(2012), pp. 154-160. [10.1080/00207594.2011.597398]

Affective responses to movie posters: Differences between adolescents and young adults

BAUMGARTNER, Emma;LAGHI, Fiorenzo
2012

Abstract

Although the link between cognition and affect in the advertising context has been demonstrated in several studies, no research to date has considered adolescents' affective responses to movie posters and their attitudes to negative and positive images. A 2 (between subjects) x 4 (within subjects) mixed-factorial experiment design comprising two groups of subjects (80 adolescents and 80 young adults) and four advertising stimuli (two highly positive images and two highly negative images) was used to test the differences in the subjects' attitudes to advertising, positive and negative affect, and viewing intentions. Although the adolescents, compared to the young adults, did not appear to have significantly stronger attitudes to emotional advertisements (ads), they showed a similar level of intensity of affective response when exposed to negative and positive images.
2012
adolescents; adolescents.; advertising effect; affect; attitude; print advertisement
01 Pubblicazione su rivista::01a Articolo in rivista
Affective responses to movie posters: Differences between adolescents and young adults / Baumgartner, Emma; Laghi, Fiorenzo. - In: INTERNATIONAL JOURNAL OF PSYCHOLOGY. - ISSN 0020-7594. - ELETTRONICO. - 47:2(2012), pp. 154-160. [10.1080/00207594.2011.597398]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/382071
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