TY - JOUR
T1 - Brand relationships
T2 - Strengthened by emotion, weakened by attention
AU - Heath, Robert
AU - Brandt, David
AU - Nairn, Agnes
PY - 2006
Y1 - 2006
N2 - This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawlck, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships. This assertion is tested using a new research copy-testing system-the CEP™Test-and the results confirm that favorabllity toward brands is strongly correlated with emotional content in advertising, but not with factual content. However, learning from psychology indicates that high attention weakens the effect of emotional content, so the implications are that advertising aimed at building strong brand relationships might be more effective if processed at lower levels of attention.
AB - This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawlck, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships. This assertion is tested using a new research copy-testing system-the CEP™Test-and the results confirm that favorabllity toward brands is strongly correlated with emotional content in advertising, but not with factual content. However, learning from psychology indicates that high attention weakens the effect of emotional content, so the implications are that advertising aimed at building strong brand relationships might be more effective if processed at lower levels of attention.
UR - http://www.scopus.com/inward/record.url?scp=39149084932&partnerID=8YFLogxK
U2 - 10.2501/S002184990606048X
DO - 10.2501/S002184990606048X
M3 - Article (Academic Journal)
AN - SCOPUS:39149084932
SN - 0021-8499
VL - 46
SP - 410
EP - 419
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 4
ER -