Premium
Identifying feelings elicited by advertising
Author(s) -
Aaker David A.,
Stayman Douglas M.,
Vezina Richard
Publication year - 1988
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220050102
Subject(s) - feeling , psychology , similarity (geometry) , set (abstract data type) , social psychology , advertising , computer science , business , artificial intelligence , image (mathematics) , programming language
This study attempts to identify feelings that are precipitated by advertising. A total of 655 feelings were reduced to set of 180 that were judged by respondents to be most likely to be stimulated by advertising. This group was clustered on the basis of similarity between feeling judgements. Two nested sets of feeling clusters emerged: one of size 22 and the other of size 31.