Affective Congruency Effects in Advertising

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine how affective.ex-pectancy influences and forms attitudes toward advertising and how spe-cific affection (humorous, touching, and fear) influences attitudes differ-ently beyond dichotomized affection in advertising. The findings of this study demonstrated that the effect of emotion on a designated prefer-ence in response to emotionally framed advertising was not a simple function of valence. Rather, preference only increased when the emo-tional framing of the advertisement matched the phenomenological state of the recipient. Specifically, expectation of humorous showed most in-creased preference for the humorous.framed version of the advertising, and expectation of touching showed the most increased preference for the touching .framed version of the advertising. However, expectation of fear did not show the increase in preference for the fear.framed version of the advertisement.

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