The role of emotional ambivalence in photographic food ad persuasion

Joseph N. Pitt; Lawrence Ang

The role of emotional ambivalence in photographic food ad persuasion

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution

Abstract

Viewing food ads can evoke emotional ambivalence because anticipated consumption can make consumers experience pleasure and guilt at the same time. This paper investigates the effect of photographic depiction types in ads, food types and gender on emotional ambivalence and the role of emotional ambivalence in visual food advertising persuasion. Results from an experimental study show that depicting products in consumption sharing scenes helps reduce emotional ambivalence only among women for healthy foods. As emotional ambivalence increases, the effect of ad attitude on brand attitude significantly reduces.

Original language	English
Title of host publication	ICORIA 2015
Subtitle of host publication	Bridging the gap : conference proceedings
Place of Publication	Amsterdam, The Netherlands
Publisher	European Advertising Academy
Pages	1-12
Number of pages	12
Publication status	Published - 2015
Event	International Conference on Research in Advertising (14th : 2015) - London Duration: 2 Jul 2015 → 4 Jul 2015

Conference

Conference	International Conference on Research in Advertising (14th : 2015)
City	London
Period	2/07/15 → 4/07/15

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abstract = "Viewing food ads can evoke emotional ambivalence because anticipated consumption can make consumers experience pleasure and guilt at the same time. This paper investigates the effect of photographic depiction types in ads, food types and gender on emotional ambivalence and the role of emotional ambivalence in visual food advertising persuasion. Results from an experimental study show that depicting products in consumption sharing scenes helps reduce emotional ambivalence only among women for healthy foods. As emotional ambivalence increases, the effect of ad attitude on brand attitude significantly reduces.",

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