An exploratory study of emotional attributes in radio commercials |
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| Authors: | Arjun Chaudhuri James H. Watt |
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| Affiliation: | 1. School of Business, Fairfield University , Fairfield, CT, 06430, USA;2. Department of Communication Sciences , University of Connecticut , Storrs, CT, 06268, USA |
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| Abstract: | ![]()
Certain advertising attributes can trigger emotional responses and advertisements employ such features in order to stimulate audiences in a pleasurable way. This study of radio commercials tried to isolate some of the attributes in advertising that elicit an emotional response, specifically happiness. The results show that variances in some commercial attributes can, indeed, predict variances in subjective emotional experience. |
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| Keywords: | Advertisements emotional responses radio commercials |
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