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Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective

Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits e...

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Autores principales: Lajante, Mathieu, Droulers, Olivier, Derbaix, Christian, Poncin, Ingrid
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7554572/
https://www.ncbi.nlm.nih.gov/pubmed/33101125
http://dx.doi.org/10.3389/fpsyg.2020.553100
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author Lajante, Mathieu
Droulers, Olivier
Derbaix, Christian
Poncin, Ingrid
author_facet Lajante, Mathieu
Droulers, Olivier
Derbaix, Christian
Poncin, Ingrid
author_sort Lajante, Mathieu
collection PubMed
description Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits emotions, the emotions staged in the commercial must not be directly associated with the emotions felt by consumers when exposed to those commercials. This is why “aesthetic” emotions seem more appropriate than “utilitarian” emotions in advertising research, with the former generally felt more significantly than they are acted upon. Aesthetic emotions elicit limited physiological change, and they rely on the intrinsic pleasantness appraisal of commercials. Accordingly, pleasure and displeasure—as observed through expressive and subjective components of aesthetic emotion—often form the first and only step of commercial appraisal, and they are directed toward attitude formation rather than overt behaviors. Our preliminary psychophysiological study shows this by investigating the contributions of psychophysiological and self-reported measures of aesthetic emotions induced by commercials to explain attitudes toward advertisements. The results show that only two components of aesthetic emotion positively influenced attitudes toward the advertisements: expressive (measured by facial electromyography) and subjective (measured by the self-assessment manikin scale). Also, the subjective component of aesthetic emotion partially mediates the effects of the expressive components on attitudes toward the ads. Our exploratory study illustrates the relevance of focusing on aesthetic emotions in advertising research. It also shed new light on the contributions of the physiological, expressive, and subjective feelings components of aesthetic emotions in advertising effectiveness.
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spelling pubmed-75545722020-10-22 Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective Lajante, Mathieu Droulers, Olivier Derbaix, Christian Poncin, Ingrid Front Psychol Psychology Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits emotions, the emotions staged in the commercial must not be directly associated with the emotions felt by consumers when exposed to those commercials. This is why “aesthetic” emotions seem more appropriate than “utilitarian” emotions in advertising research, with the former generally felt more significantly than they are acted upon. Aesthetic emotions elicit limited physiological change, and they rely on the intrinsic pleasantness appraisal of commercials. Accordingly, pleasure and displeasure—as observed through expressive and subjective components of aesthetic emotion—often form the first and only step of commercial appraisal, and they are directed toward attitude formation rather than overt behaviors. Our preliminary psychophysiological study shows this by investigating the contributions of psychophysiological and self-reported measures of aesthetic emotions induced by commercials to explain attitudes toward advertisements. The results show that only two components of aesthetic emotion positively influenced attitudes toward the advertisements: expressive (measured by facial electromyography) and subjective (measured by the self-assessment manikin scale). Also, the subjective component of aesthetic emotion partially mediates the effects of the expressive components on attitudes toward the ads. Our exploratory study illustrates the relevance of focusing on aesthetic emotions in advertising research. It also shed new light on the contributions of the physiological, expressive, and subjective feelings components of aesthetic emotions in advertising effectiveness. Frontiers Media S.A. 2020-09-30 /pmc/articles/PMC7554572/ /pubmed/33101125 http://dx.doi.org/10.3389/fpsyg.2020.553100 Text en Copyright © 2020 Lajante, Droulers, Derbaix and Poncin. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Lajante, Mathieu
Droulers, Olivier
Derbaix, Christian
Poncin, Ingrid
Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
title Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
title_full Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
title_fullStr Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
title_full_unstemmed Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
title_short Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective
title_sort looking at aesthetic emotions in advertising research through a psychophysiological perspective
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7554572/
https://www.ncbi.nlm.nih.gov/pubmed/33101125
http://dx.doi.org/10.3389/fpsyg.2020.553100
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