hrcak mascot   Srce   HID

Izvorni znanstveni članak

Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads

Irma Puškarević   ORCID icon orcid.org/0000-0003-1031-6810 ; University of Novi Sad
Uroš Nedeljković ; University of Novi Sad
Dragoljub Novaković ; University of Novi Sad

Puni tekst: engleski, pdf (853 KB) str. 55-66 preuzimanja: 172* citiraj
APA 6th Edition
Puškarević, I., Nedeljković, U. i Novaković, D. (2013). Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads. Acta graphica, 24 (3-4), 55-66. Preuzeto s https://hrcak.srce.hr/138180
MLA 8th Edition
Puškarević, Irma, et al. "Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads." Acta graphica, vol. 24, br. 3-4, 2013, str. 55-66. https://hrcak.srce.hr/138180. Citirano 10.04.2020.
Chicago 17th Edition
Puškarević, Irma, Uroš Nedeljković i Dragoljub Novaković. "Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads." Acta graphica 24, br. 3-4 (2013): 55-66. https://hrcak.srce.hr/138180
Harvard
Puškarević, I., Nedeljković, U., i Novaković, D. (2013). 'Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads', Acta graphica, 24(3-4), str. 55-66. Preuzeto s: https://hrcak.srce.hr/138180 (Datum pristupa: 10.04.2020.)
Vancouver
Puškarević I, Nedeljković U, Novaković D. Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads. Acta graphica [Internet]. 2013 [pristupljeno 10.04.2020.];24(3-4):55-66. Dostupno na: https://hrcak.srce.hr/138180
IEEE
I. Puškarević, U. Nedeljković i D. Novaković, "Emotional Response, Brand Recall and Response Latency to Visual Register for Food and Beverage Print Ads", Acta graphica, vol.24, br. 3-4, str. 55-66, 2013. [Online]. Dostupno na: https://hrcak.srce.hr/138180. [Citirano: 10.04.2020.]

Sažetak
Understanding the nature of advertising principles or any other means of marketing communication that affects consume behavior has long been the subject of marketing research. The research of emotional response in relation to ad efficiency in this paper is an extension of the research previously conducted (Nedeljkovic et al., 2011). The aim of this research is to show how the ad content i.e. visual message in printed advertisements affects emotional response. Two hypotheses were postulated. First, we expected more positive response for ads with predominating iconic content. The second hypothesis sought to determine if greater response latency can be expected for ads with dominant tropological content. The method of research was SAM visual method of self-assessment. Emotional response and response latency of the participants were measured for advertisements for food and beverage products and services in order to determine how visual ad content influences emotional response of the participants, as well as the effectiveness of the advertising campaign. In an experiment the participants could rate their emotional response using the Self-assessment Manikin (SAM) scale toward both types of advertisements. At the same time the response latency was measured. The results show that the main hypothesis was neither confirmed nor rejected, whereas the second hypothesis was confirmed. We conclude that the attitude towards the ad, as mediating variable, is a good indicator of advertising effectiveness.

Ključne riječi
advertising effectiveness; emotional response; gastronomic icon

Hrčak ID: 138180

URI
https://hrcak.srce.hr/138180

Posjeta: 301 *