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A Change Of Heart : The Effect Of Heartwarming Advertisements On Brand Affinity, Hannah Butman

Honors Theses

The purpose of this study was to examine if evoking heartfelt responses to advertisements would yield greater brand affinity. It was hypothesized that a heartwarming response would yield greater brand affinity because it was a mixed emotional experience that produced both positive and negative emotions simultaneously. Across two studies, participants were shown both control and heartwarming advertisements for five brands. After each video, all participants were prompted to respond to every measure, regardless of condition. Heartwarming perceptions of the advertisements, overlap of self, feelings of love, and a mixed emotional experience were all significant mediators of video condition and brand …