the product trial is a significant marketing tool for the formation of brand image, attitude toward the product, and behavioral intentions. the aim of this research was to investigate the effect of the promotion of free sport services on arousal and future intention of consumers in advertisement. research method was the 3×2 between subjects quasi-experiment factorial design. the statistical pop...

The Self-Assessment Manikin (SAM) is a non-verbal pictorial assessment technique that directly measures the pleasure, arousal, and dominance associated with a person's affective reaction to a wide variety of stimuli. In this experiment, we compare reports of affective experience obtained using SAM, which requires only three simple judgments, to the Semantic Differential scale devised by Mehrabi...

The emotional feelings evoked by advertisements/products exert a powerful influence on consumer and decision making (Isen at al. 1982; Clark & Isen 1982). For instance, several studies provide evidence for the strong effect of emotions on brand attitudes (e.g., Williams & Aaker 2002). For practitioners and researchers, knowledge about how consumers’ emotions influence their behavior and brand a...

Research on how retail environments can affect consumer behaviour owes much to the work of Kotler (1974). Coining the term ‘atmospherics’, Kotler (1974) argued that buying environments can be purposefully designed to produce specific emotional effects in shoppers, thereby enhancing their purchase probability. However, it was not until Donovan and Rossiter (1982) that research in this area was p...

primarily in the visual realm. In recent years though, there have been a growing number of experiments using audio stimuli as a means to study emotion, both as unisensory stimuli and as part of multisensory stimuli. Because this is a more recent trend than using a vision-only approach, there is a significant gap between the availability of wellcharacterized audio and visual stimuli in the scien...