Sadly and Joyfully Moving Ads: The Influence of Hedonic and Eudaimonic Experiences on the Attitude toward the Ad

Narrative ads are more appreciated and persuasive than non-narrative ads. This superior effect is ascribed to the pleasant, entertaining experience narrative provide. Humorous narratives do so by evoking positive emotions providing a hedonic experience. There also that tell moving stories thereby negative too eudaimonic In two studies, questions addressed what extent evoke both their impact on attitude toward ad. each study, 96 participants saw evaluated three ads: humorous ad, joyfully sadly The results reveal whereas evoked only provided experience, emotions, Nevertheless, was as high, or even higher, those of These thus show for thorough understanding how exert influence, it important distinguish whether they aim provide eliciting may lead better liked