Psychology of Advertising

CBS - Copenhagen Business School
Department of Marketing
SMC - Strategic Market Creation
grasp of learning in Economics and Business Administration

The role of emotions in advertizement and their relation to
effectiveness: theoretical foundations and empirical
evidences.

Supervisor: Prof. Tore Kristensen

Master Thesis of Valentina Salice
Student ID: vasa07ad

Academic Year 2007-2008
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To my beloved mother

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 delay OF CONTENTS

CHAPTER 1: INTRODUCTION.......................................................................................................3
1.1 Preface...............................................................................................................................4
1.2 Objectives...........................................................................................................................6

CHAPTER 2: ADVERTISING EFFECTIVENESS...........................................................................7
2.1 Effectiveness paradigms.....................................................................................................7
2.2 Conceptual models.............................................................................................................8
2.3 When ads work.....



............................................................................................................10

CHAPTER 3: THE ROLE OF EMOTIONS IN ADVERTISING:
AROUSED AND REPRESENTED EMOTIONS......................................................13
3.1 frantic emotions: the role of emotions in the
elaboration of advertising message..............................................................................15
3.2 Classic consumer conduct models............................................................................17
3.2.1 Hierarchy of effects: emotions in high involvement and urge buying.................17
3.2.2 Vaughn model: feeler consumers and the feel-learn-do...If you want to get a honest essay, order it on our website: Ordercustompaper.com



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