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Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study

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Advances in Advertising Research VIII

Part of the book series: European Advertising Academy ((EAA))

Abstract

In recent years researchers have shown growing interest in the impact of emotions in television commercials and in advertising in general (Park and Thorson, 1990). Emotions also influence the attitude towards the brand and to the ad (Batney and Ray, 1986; Edell and Burke, 1987; Derbaix, 1995), increase the attention of the advertisement (Olney, Hobrook and Bartra, 1991), and brand recall (Stayman and Batra, 1991).

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Author information

Authors and Affiliations

  1. LENI, Universidad Politecnica de Valencia, Valencia, Spain

    Prof. Jose Manuel Ausin, Prof. Dr. Jaime Guixeres & Prof. Dr. Mariano Alcañiz

  2. Departament of Marketing, Universidad de Valencia, Valencia, Spain

    Prof. Dr. Enrique Bigné

Authors
  1. Prof. Jose Manuel Ausin
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  2. Prof. Dr. Jaime Guixeres
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  3. Prof. Dr. Enrique Bigné
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  4. Prof. Dr. Mariano Alcañiz
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Corresponding author

Correspondence to Jose Manuel Ausin .

Editor information

Editors and Affiliations

  1. University of Ljubljana, Faculty of Economics , Ljubljana, Slovenia

    Vesna Zabkar

  2. Faculty of Business Administration and Economics, European University Viadrina , Frankfurt (Oder), Germany

    Martin Eisend

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Ausin, J.M., Guixeres, J., Bigné, E., Alcañiz, M. (2017). Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_9

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