The relationship between visionary and emotional responses to print advertising

Walters, Gabrielle, Sparks, Beverley and Herington, Carmel (2008). The relationship between visionary and emotional responses to print advertising. In: Australian and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the focus from mainstream to upbeat. Australian and New Zealand Marketing Academy Conference 2008 (ANZMAC), Sydney, Australia, (1-7). 5-9 December 2008.

Author Walters, Gabrielle
Sparks, Beverley
Herington, Carmel
Title of paper The relationship between visionary and emotional responses to print advertising
Conference name Australian and New Zealand Marketing Academy Conference 2008 (ANZMAC)
Conference location Sydney, Australia
Conference dates 5-9 December 2008
Proceedings title Australian and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the focus from mainstream to upbeat
Place of Publication Perth, Australia
Publisher ANZMAC
Publication Year 2008
Sub-type Fully published paper
Open Access Status
Volume Online
Start page 1
End page 7
Total pages 7
Language eng
Abstract/Summary This paper empirically tests the nature of the relationship between a consumer's ad evoked imagery, referred to as Consumption Vision, and their subsequent emotional response. Three types of imagery eliciting stimuli – concrete words, instructions to imagine and pictorial images are tested in terms of their effectiveness in enhancing this relationship. A series of Pearson product correlations reveal a strong positive relationship between the extent to which the respondents elaborated on their consumption vision and their emotional response to the tourism product featured in the advertisement. The most effective stimulus combination in terms of the enhancement of this relationship featured concrete words and instructions to imagine with no image present. The least effective combination contained a less concrete style image and a combination of concrete words and instructions to imagine.
Q-Index Code E1
Q-Index Status Provisional Code
Institutional Status Non-UQ
Additional Notes Conference theme: Marketing: Shifting the focus from mainstream to offbeat. Abstract also published in official program and abstract book, ISBN: 1 86308 143, p. 36.

Document type: Conference Paper
Collection: UQ Business School Publications
 
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Created: Thu, 09 Jun 2011, 15:32:02 EST by Dr Gabby Walters on behalf of School of Tourism