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Cognition and emotion : exploration on consumers response to advertisement and brand

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theor...

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Main Authors: Hafizah Omar Zaki,, Yusniza Kamarulzaman,, Mozard Mohtar,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2021
Online Access:http://journalarticle.ukm.my/18447/1/46031-174572-1-PB.pdf
http://journalarticle.ukm.my/18447/
https://ejournal.ukm.my/pengurusan/issue/view/1456
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spelling my-ukm.journal.184472022-04-18T02:32:56Z http://journalarticle.ukm.my/18447/ Cognition and emotion : exploration on consumers response to advertisement and brand Hafizah Omar Zaki, Yusniza Kamarulzaman, Mozard Mohtar, Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within the framework of the Elaboration Likelihood Model (ELM). Adopting experimental method, the results confirmed most of our hypotheses. In four experimental studies via the purposive sampling method, undergraduate students were invited to volunteer in the experiments (N = 389). Study 1 (n = 60) established ELM as a framework within the sampling frame. The results indicate that individuals' difference in the need for cognition (NFC) evaluate both ad and brand differently. In study 2 (n = 131), despite having elicited positive and negative mood valence, none of the moods successfully boost the evaluations of ads and brands for either low or high NFC individuals. In study 3 (n = 129), the results indicate that only intense positive mood successfully garner favourable brand evaluation. Lastly, in study 4 (n = 69), the results reveal that prior exposure to a humourous stimulus (i.e., comic strip) affects ad evaluation only. This research offers some theoretical contributions to the establishment of cognition as drivers to information processing and ELM attitude formation; and insights into consumers' cognitive-emotional attempts in response to advertising and brands which may become an input for advertisers, brand builders and marketing firms to design more innovative and impactful advertising campaigns for a sustainable IMC. Further, it could assist policymakers and regulators in improving the existing advertising guidelines and policies in Malaysia. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/18447/1/46031-174572-1-PB.pdf Hafizah Omar Zaki, and Yusniza Kamarulzaman, and Mozard Mohtar, (2021) Cognition and emotion : exploration on consumers response to advertisement and brand. Jurnal Pengurusan, 63 . pp. 1-14. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1456
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within the framework of the Elaboration Likelihood Model (ELM). Adopting experimental method, the results confirmed most of our hypotheses. In four experimental studies via the purposive sampling method, undergraduate students were invited to volunteer in the experiments (N = 389). Study 1 (n = 60) established ELM as a framework within the sampling frame. The results indicate that individuals' difference in the need for cognition (NFC) evaluate both ad and brand differently. In study 2 (n = 131), despite having elicited positive and negative mood valence, none of the moods successfully boost the evaluations of ads and brands for either low or high NFC individuals. In study 3 (n = 129), the results indicate that only intense positive mood successfully garner favourable brand evaluation. Lastly, in study 4 (n = 69), the results reveal that prior exposure to a humourous stimulus (i.e., comic strip) affects ad evaluation only. This research offers some theoretical contributions to the establishment of cognition as drivers to information processing and ELM attitude formation; and insights into consumers' cognitive-emotional attempts in response to advertising and brands which may become an input for advertisers, brand builders and marketing firms to design more innovative and impactful advertising campaigns for a sustainable IMC. Further, it could assist policymakers and regulators in improving the existing advertising guidelines and policies in Malaysia.
format Article
author Hafizah Omar Zaki,
Yusniza Kamarulzaman,
Mozard Mohtar,
spellingShingle Hafizah Omar Zaki,
Yusniza Kamarulzaman,
Mozard Mohtar,
Cognition and emotion : exploration on consumers response to advertisement and brand
author_facet Hafizah Omar Zaki,
Yusniza Kamarulzaman,
Mozard Mohtar,
author_sort Hafizah Omar Zaki,
title Cognition and emotion : exploration on consumers response to advertisement and brand
title_short Cognition and emotion : exploration on consumers response to advertisement and brand
title_full Cognition and emotion : exploration on consumers response to advertisement and brand
title_fullStr Cognition and emotion : exploration on consumers response to advertisement and brand
title_full_unstemmed Cognition and emotion : exploration on consumers response to advertisement and brand
title_sort cognition and emotion : exploration on consumers response to advertisement and brand
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2021
url http://journalarticle.ukm.my/18447/1/46031-174572-1-PB.pdf
http://journalarticle.ukm.my/18447/
https://ejournal.ukm.my/pengurusan/issue/view/1456
_version_ 1731226538959962112
score 13.211869

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