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Affective responses to movie posters: Differences between adolescents and young adults
Author(s) -
Baumgartner Emma,
Laghi Fiorenzo
Publication year - 2012
Publication title -
international journal of psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.75
H-Index - 62
eISSN - 1464-066X
pISSN - 0020-7594
DOI - 10.1080/00207594.2011.597398
Subject(s) - psychology , affect (linguistics) , context (archaeology) , developmental psychology , cognition , young adult , social psychology , communication , paleontology , neuroscience , biology
Although the link between cognition and affect in the advertising context has been demonstrated in several studies, no research to date has considered adolescents’ affective responses to movie posters and their attitudes to negative and positive images. A 2 (between subjects) × 4 (within subjects) mixed‐factorial experiment design comprising two groups of subjects (80 adolescents and 80 young adults) and four advertising stimuli (two highly positive images and two highly negative images) was used to test the differences in the subjects’ attitudes to advertising, positive and negative affect, and viewing intentions. Although the adolescents, compared to the young adults, did not appear to have significantly stronger attitudes to emotional advertisements (ads), they showed a similar level of intensity of affective response when exposed to negative and positive images.