It is found that perceived risk mediates the effect of negative emotion and perceived differences on brand loyalty. The influence of product category involvement on the communication effects of emotional and non-emotional ads is studied in a Belgian and a Polish sample. In both samples cognitive responses and carry-over effects of Aad on Ab and Pi for high and low involvement individuals, are as predicted. The effects of the degree of involvement on affective reactions and on Aad, Ab and Pi are as expected in the Polish sample, but not in the Belgian one. Ad and brand recognition are, contrary to expectations, not affected by involvement.
Results are highly similar for different types of emotional stimuli.
Anand Kumar, Vanderbilt University, USA Competitive Session 1.3, Rm. USA This study contributes both to theory and practice. Researchers have long emphasized that identification is a way to preserve and enhance one's self-concept. This study suggests that, along with organizational identification, disidentification may also be part of the strategy individuals use to sustain and enhance positive social identities. The creation of meaning via consumption involves positive and negative choices.