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Abstract This study attempts to identify feelings that are precipitated by advertising. A total of 655 feelings were reduced to set of 180 that were judged by respondents to be most likely to be stimulated by advertising. This group was clustered on the basis of similarity between feeling judgements. Two nested sets of feeling clusters emerged: one of size 22 and the other of size 31.
Aaker et al. (Tue,) studied this question.