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Faculté et Recherche

Irene CONSIGLIO - On campus - Room T004

13 Mai
2022
14H00
Jouy-en-Josas
Anglais

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2022-05-13T14:00:00 2022-05-13T15:15:00 Irene CONSIGLIO - ON CAMPUS - Room T004 MARKETING Speaker: Irene Consiglio Associate Professor of Marketing  - Nova SBE Behavioral Lab Director, Nova School of Business and Economics (unl.pt)   Jouy-en-Josas

MARKETING

Speaker: Irene Consiglio Associate Professor of Marketing  - Nova SBE Behavioral Lab Director, Nova School of Business and Economics (unl.pt)

Abstract:

Creatives’ Brand Attitudes Affect the Type of Ads They Produce

We investigate how creatives’ brand attitudes influence the type of executional elements they 
feature in advertisements that they produce for a brand. We found that both professional creatives and non-professional participants are more likely to include functional elements in their ad, and less likely to include emotional elements, when they have negative (vs. positive) attitudes toward this brand. We propose that this occurs because creatives who dislike a brand try to be rational and suppress their emotions to correct for a perceived bias. Consistent with this mechanism, creatives who dislike a brand believe that their attitudes toward the brand might impact their work negatively and that they should be rational and suppress their emotions to produce a good ad. We rule out that the effect is driven by the mere presence of positive emotions among creatives who like the brand or by negative emotions among creatives who dislike the brand.

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2022-05-13T14:00:00 2022-05-13T15:15:00 Irene CONSIGLIO - ON CAMPUS - Room T004 MARKETING Speaker: Irene Consiglio Associate Professor of Marketing  - Nova SBE Behavioral Lab Director, Nova School of Business and Economics (unl.pt)   Jouy-en-Josas