Abstract

This research studies the effect of emotional arousal communicated in ad appeals on consumers’ memory of the ad. Isolating and studying the level of arousal – one dimension of affect communicated in the ad, as opposed to valence – we examine the moderating roles of two factors: retention time (i.e., immediate vs. delayed memory) and the fit between ad-arousal and the ad claim. The results of three experiments show that ad-arousal inhibits immediate memory but enhances delayed memory. These effects, however, occur only when the level of arousal communicated in the ad fits the ad claim; whereas when the level of arousal does not fit the claim, ad-arousal does not influence memory. Insights from this research shed light on the boundary conditions of the effect of ad emotional arousal on memory, contributing to the development of an integrative theory on such effects, which can serve as a guide to advertisers in developing effective message strategies in different circumstances.

摘要

本研究研究了广告诉求中传达的情感唤醒对消费者对广告记忆的影响。隔离和研究唤醒水平——广告中传达的情感的一个维度，而不是效价——我们检查了两个因素的调节作用：保留时间（即即时记忆与延迟记忆）以及广告唤醒和广告声明。三个实验的结果表明，广告唤醒抑制了即时记忆，但增强了延迟记忆。然而，只有当广告中传达的唤醒水平符合广告声明时，才会出现这些效果；而当唤醒水平不符合要求时，ad-arousal 不会影响记忆。这项研究的见解揭示了广告情绪唤醒对记忆的影响的边界条件，