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This article argues that affective responses (ARs) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is presented. Three ARs are studied empirically; they appear to be antecedents of the attitude towards the ad ( A ad ) and to have a weak but significant impact on brand attitudes.
Batra et al. (Mon,) studied this question.