Characteristics of Portrayed Emotions in Commercials: When Does What Is Shown in Ads Affect Viewers?

The impact of two variables reflecting emotions portrayed in commercials are investigated. Emotional flow is investigated by examining the impact of commercials which portray a changing pattern of emotions by the characters in the commercial (dynamic ads) versus those that portray the same emotions throughout the course of the ad (static ads). Emotional integration is investigated by examining the impact of ads which show a causal connection between the advertised brand and the emotions the character experiences (high emotional integration) versus those that do not (low emotional integration). A study investigating these variables shows that both influence empathy, feeling responses, involvement in and perceived relevance of the commercial, ad attitudes, and self-brand image congruity. Furthermore, these variables combined are shown to have significant effects on the purchase intentions of two key consumer segments.