Abstract
Although previous context effect literature has confirmed the mood congruence effect, this study attempts to examine the emotional blunting phenomenon that could possibly occur between same valence emotions when the emotions have a different appraisal. Building on the appraisal tendency framework and emotional blunting hypothesis, this study aims to investigate how an existing discrete emotion (i.e., anger, disgust, or pride) elicited from a media context blunts or augments subsequent emotional experiences (i.e., sadness or empathy) elicited by a commercial that follows. The findings of the study will not only contribute to the theory of advertising context effect but also provide a useful guide to help practitioners implement a proper ad placement.
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Although previous context effect literature has confirmed the mood congruence effect, this study attempts to examine the emotional blunting phenomenon that could possibly occur between same valence emotions when the emotions have a different appraisal. Building on the appraisal tendency framework and emotional blunting hypothesis, this study aims to investigate how an existing discrete emotion (i.e., anger, disgust, or pride) elicited from a media context blunts or augments subsequent emotional experiences (i.e., sadness or empathy) elicited by a commercial that follows. The findings of the study will not only contribute to the theory of advertising context effect but also provide a useful guide to help practitioners implement a proper ad placement.
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© 2017 Academy of Marketing Science
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Bang, H., Choi, D., Park, D. (2017). Examining Emotional Blunting Phenomenon in Advertising: An Abstract. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_27
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DOI: https://doi.org/10.1007/978-3-319-45596-9_27
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-45596-9
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