Measuring the Effect ofInformational and Emotional Ad

Strategies on

Brand Recall and Brand Attitude

Sean BaileyJennifer Lee

Eww.. That’s gross

Oh, I recognize that design!

Hmm…I think I

actually want that bag!

Brainstorming & Jotting down ideas

• Negative feelings led to positive outcome!• But.. Maybe I began to like it because it’s Louis

Vuitton!• Shocking advertisements are easier to recall.• I wondered which would be more effective,

positive feelings or negative feelings?

High Awareness

BrandsLow

Awareness (Fictitious)

Brands

Informational

Positive Emotional

Negative Emotional

Brand Recall

Brand Attitude Change

Brand Awareness X Ad Strategy = Effect

Theoretical Model (2X3 Design)

• Group 1Show Advertisements with High brand awareness

(REI, Nike, Patagonia, Reebok, Adidas, etc)

• Group 2Show the same advertisements with fictitious brand

names and logos (Adobe Photoshop)

•Positive emotional ads•Negative emotional ads•Informational ads

•Positive emotional ads•Negative emotional ads•Informational ads

•Positive emotional ads•Negative emotional ads•Informational ads

Positive Emotional Ads (Upbeat)

Positive Emotional Ads (Warm)

Negative Emotional Ads

Informational Ads

High Awareness

BrandsLow

Awareness (Fictitious)

Brands

Informational

Positive Emotional

Negative Emotional

Brand Recall

Brand Attitude Change

Brand Awareness X Ad Strategy = Effect

Theoretical Model (2X3 Design)

• Brand attitude-Yoo & MacInnis (2005)-Four items (like-dislike, positive-negative, good-bad, favorable-

unfavorable)-Each item scored on a seven-point semantic differential scale.

Like Dislike

Positive Negative

Good Bad

Favorable Unfavorable

• Brand recallOpen-ended questionTop of mind awareness

Q: Please write down ALL brand names used in this experiment

Questions and Comments Please!