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Advertising and Promotion Management
Sensory preference; self-referencing; positive affect; brand attitude; qualitative method; marketing
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Full-Text Articles in Business
Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park
Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park
Business Faculty Publications
This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences …