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Preface: Emotion and Advertising: An Timely Union by Julie A. Edell Theoretical Approaches Conceptual Issues Emotion in Advertising: An Agency Point of View by Stuart J. Agres On Using Classical Conditioning Methods for Researching the Impact of Ad-Evoked Feelings by Chris T. Allen and Terence A. Shimp Individual Responses to Advertising: Mood and Its Effects from an Information Processing Perspective by Thomas K. Srull A Micro Approach to Studying Feeling Responses to Advertising: The Case of Warmth by David A. Aaker and Douglas M. Stayman Transformational Advertising: Current State of the Art by Christopher A. Puto and Robert W. Hoyer Fear Appeals in Advertising: An Emotion Attribution Approach by Malcolm C. Smith, Kristina A. Frankenberger, and Lynn R. Kahle General Measurement Issues Facing up to the Challenge of Measuring Emotional Response to Advertising by Trent H. Punnett and Richard W. Pollay Ad-Specific Emotional Responses to Advertising by J. Edward Russo and Debra L. Stephens Current Research on Ad Stimuli and Viewer Characteristics Ads as Emotional Stimuli Communication and Arousal of Emotion: Some Implications of Facial Expression Research for Magazine Advertisements by Fairfid M. Caudle Influences on Emotional Response to Commercials of Different Executional Styles by Cheon-Soung Park and Esther Thorson When Are Feelings Generated? Assessing the Presence and Reliability of Feelings Based on Storyboards and Animatics by Ronald C. Goodstein, Julie A. Edell, and Marian Chapman Moore Does What We See Influence How We Feel? Felt Emotions Versus Depicted Emotions in TV Commercials by Patricia A. Stout, Pamela M. Homer, and Scott S. Liu Affect and Attitudes in Advertising: The Impact of Brand Name and Product Category Introductory Position by Julie A. Edell and Helen H. Anderson Impact of Emotional Advertising on Consumer Responses Consumer Emotional Reactions to Television Advertising and Their Effects on Message Recall by Basil G. Englis The Memory Impact of Commercials Varying in Emotional Appeal and Product Involvement by Thomas J. Page, Jr., Esther Thorson, and Maria Papas Heide A Three-Component Model of Attitude Toward the Ad: Effects on the Zipping and Zapping of Television Commercials by T.J. Olney, Rajeev Batra, and Morris B. Holbrook Stimulus-Viewer Interactions Message Effectiveness Can Be Increased by Matching Appeals to Recipients' Self-Schemas: Laboratory Demonstrations and a National Field Experiment by Timothy C. Brock, Carol Bridgwater, and Laura A. Brannon The Relationship Between Advertising and Consumers' Moods: A Synergistic Approach by Ronald Paul Hill and Debra F. Stephens Epilogue Consumer Psychology's Potential Contribution to Social Science by John Maloney Index
A Wed, study studied this question.