Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study

Part of the European Advertising Academy book series (EAA)


In recent years researchers have shown growing interest in the impact of emotions in television commercials and in advertising in general (Park and Thorson, 1990). Emotions also influence the attitude towards the brand and to the ad (Batney and Ray, 1986; Edell and Burke, 1987; Derbaix, 1995), increase the attention of the advertisement (Olney, Hobrook and Bartra, 1991), and brand recall (Stayman and Batra, 1991).


Facial Expression Living Room Implicit Method Explicit Method Basic Emotion 
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© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.LENIUniversidad Politecnica de ValenciaValenciaSpain
  2. 2.Departament of MarketingUniversidad de ValenciaValenciaSpain

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