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Consumer Emotional Responses to Emotional Appeal Advertising Within an

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 CONSUMER EMOTIONAL RESPONSES TO EMOTIONAL APPEAL
ADVERTISING WITHIN AN ONLINE SOCIAL NETWORK CONTEXT

Halimin Herjanto, Auckland University of Technology, New Zealand

Sonjaya Gaur, Auckland University of Technology, New Zealand
Sheau-Fen Yap, Auckland University of Technology, New Zealand

Introduction

Over the last few decades, the world of advertising has evolved from the traditional use of
print and broadcast media to a concentration on the opportunities supplied by the internet
media. Particularly, online social network sites, such as Facebook, Twitter and MySpace,
have been well received and have enriched the dynamic of internet media (Tuten 2008). These
sites have provided a new platform for users to share, communicate and interact with other
users at the same time and without boundaries. Because of such unique features, nearly two
billion people around the world have been attracted to and become active users of social
network media as their primary tools of communication (Social Networking Blog 2011). The
interactive nature of these communications may be more effective for reaching consumers
compared to the traditional prints or broadcast media (Colliander and Dahlen 2011). The
massive databases of social media sites as well as their unique features provide a huge
advertising platform and opportunity for companies in their attempt to reach existing and
potential customers. Nearly 57% of US online retailers have utilised and optimised Facebook,
29% of US retailers have a strong presence on MySpace, and around 21% make use of
Twitter (ReadWriteWeb.com 2009).

The rapid growth of online social network media has attracted the attention of business
practitioners and scholars who hope to understand this phenomenon and find new ways of
connecting with online communities for advertising purposes (Hart 2007). For example, Zeng,
Huang and Dou (2009) investigate the impact of social identity and group norms in relation to
online communities’ acceptance of social network advertising. Kelly, Kerr and Drennan
(2009) analyse online communities’ attitude to online social network advertising whilst
Maurer and Wiegmann (2011) examine advertising effectiveness on Facebook. While these
areas of inquiry are important and worthy of exploration, the influence of advertising on
online social network users’ current emotional states has been largely overlooked.

Emotional responses to advertising are an individuals’ reaction to real or imagined, past or

anticipated, important psychological events (Clore and Ortony 1983). Emotional appeal
advertising may contaminate the followers’ information processing, which in turn affects their
state of emotions (Batra and Ray 1986). Past research relating to emotional responses have
primarily focused on emotional response measurement (Hazlett and Hazlett 1999), emotional
response typology (Havlena and Holbrook 1986) and the effect of emotional responses on
attitudes toward an advertisement (Zeitlin and Westwood 1986), we take a different approach
by examining the possible effect of emotional appeal advertising on followers’ emotional
responses within an online social network context. Some important points of consideration in
translating these emotional responses will be discussed.

1
 Background

During recent years, online social network sites have become one of the fastest growing
media in the internet world (Demerling 2010). The Social Networking Blog (2011) reports
that more than 1.5 billion members have signed up to one of the top 20 online social
networking sites. Notably, Facebook, Twitter and MySpace represent more than 80% of the
total online community. The popularity of online social network sites is generated by the
contact comfort, that is, the desire to increase and continue online relationships (Tuten 2008).
In the context of online social communities, members of social network sites can fulfil their
need for affiliation and entertainment through contact comfort. In addition, contact comfort
also permits individuals to elaborate and seek self status (Haridakis and Hanson 2009). In a
similar line of study, Greenhow and Robelia (2009) found that the utilisation of online social
network sites provides its members with significant emotional support by assisting them in
maintaining their relationship with their families, associates, and relatives, and offers them
enough room for self representation. These studies point out the relevance of emotional
component in the online social networking research.

Rational versus emotional appeals in advertising. The extant literature reveals that the
effectiveness of both rational and emotional appeals was intensely debated during the 1980-
1990 period. These past studies have produced somewhat mixed findings. For instance,
Stafford and Day (1995) found that rational appeals were able to generate a more positive
attitude toward advertising than emotional appeals in the retail context. Similarly, Aaker and
Norris’s (1982) study on broadcasting commercials report that rational appeals have better
persuasion effectiveness than emotional appeals. In contrast, other scholars (e.g., Page,
Thorson and Heide 1990; Goldberg and Gorn 1987) found emotional appeal advertising to be
more effective than rational appeal advertising. For example, Goldberg and Gorn (1987)
found that emotional appeal advertising attracted more customer reactions for television
commercials. Although the discussion on the effectiveness of these two approaches began
three decades ago, it is worth noting that this issue is still currently debated by advertising
scholars (e.g., Zinn and Manfredo 2000; Leonidou and Leonidou 2009; Geuens, De
Pelsmacker and Faseur 2011).

Emotional response. An emotional response (also known as affective response) is the

individuals’ affective response to the significant psychological circumstances at the time of an
experience (Lutz, 1985). Emotional response can be elicited by emotional appeal advertising
(Batra and Ray 1986; Burke and Edell 1989; Kaid and Tedesco 1999). For example, positive
emotional appeal advertising creates favourable emotional responses (e.g., happiness, joy, and
a sense of pleasure) while negative emotional appeals produce negative emotional responses
(e.g., sadness, anger, and fear). Such different emotional response experiences may vary
depending on individuals’ ability to relate their self-relevant to the specific events, persons or
situations (Stout and Leckenby 1985).

Research pertaining to emotional responses can be organised into three main streams. The
first stream of research focuses on the measurement issue relating to emotional response.
Hazlett and Hazlett (1999) argue that the advertising message contains in an emotional appeal
advertisement is specifically designed to create an emotional response which are complex and
difficult to measure. According to Micu and Plummer (2010), emotional responses can be
measured through three types of measurements:
2
(a) Physiological – measurement that helps validate the existence and strength of a
spontaneous emotional response, a response that becomes the foundation of later feelings
and judgments (e.g., galvanic skin response, heart rate turbulence, facial
electromyography, and brain imaging techniques;
(b) Symbolic – technique that helps to verify the conscious and unconscious emotions (e.g.,
the Zaltman metaphor elicitation technique);
(c) Self report – type of measurement that helps to examine the current emotions and thoughts
about an advertisement.

Researchers within the second stream provide theoretical support for the relationship between
emotional response and attitude toward advertising. Emotional responses to products can be
positive (e.g., trust, beliefs and liking) or negative responses (e.g., distrusts, dislike) and such
responses are elicited after the exposure to the advertising (Zeitlin and Westwood 1986).
Different types of emotional advertising appeals create different emotional responses, which
in turn lead to different attitudes toward advertising (Burke and Edell 1989). When different
emotional stimuli such as words, music, pictures and the colours of advertisements relate to
followers’ self-relevance, these stimuli may generate positive or negative emotional responses
to the advertising (Rossiter and Percy 1987). While positive emotional responses to
advertising are believed to occur when the advertising is perceived as nurturing followers’
sense of self relevance rather than attacking it; negative emotional responses occur when
advertising presents negative emotions that is regarded as threatening self-relevance (Stout
and Leckenby 1985).

The next line of research deals with the emotional response typology. Over the years, scholars
have attempted to use different emotional typologies to measure the effectiveness of
emotional responses to advertisements. For example, Morgan, Appiah-Adu and Ling (1995)
utilise Mehrabian and Russell’s emotional typology which focuses on three bipolar
dimensions (i.e., pleasure/displeasure, degree of arousal, and dominance/submissiveness).
While Chaudhuri and Buck (1995) employ Ekman’s basic emotion typology, Stout and
Leckenby (1985) use Plutchik’s (1980) emotional typology. Despite extensive investigation,
there is little consensus on the effect of advertising appeals on emotional responses. The
mixed findings reported in the literature may be due to the different emotional typologies
adopted (Ekman, Friesen and Ellsworth 1982). Each typology employs a different objective,
strategies and methods to investigate the emotional stimulus, and hence, some sort of
integration of these typologies is needed (Ekman et al. 1982; Holbrook and Batra 1987). This
study responds to this call by employing emotional knowledge typology developed by Shaver,
Schwartz, Kirson and O’Connor (2001).

To answer this call, Shaver, Schwartz, Kirson and O’Connor (2001) developed a new
emotional typology. This new typology integrated some of Ekman’s emotional components
(i.e., anger, sadness, fear and surprise) and one of Plutchik’s (1980) emotional components of
joy. In addition, they added a new emotional component of love to this new typology. To the
best knowledge of the authors, this new emotional typology has not been employed in the
investigation of emotional responses study. Therefore, to contribute to the body of emotional
response knowledge, we propose to use this new typology to address this salient research
question: What is the effect of emotional appeal advertising on emotional responses within
the online social network context?

3
 Research Methods

Extant emotion literature demonstrates that Linguistic Inquiry and Word Count (LIWC) and
Latent Semantic Analysis (LSA) techniques have been intensively utilised to identify the
features of positive and negative emotions. These techniques can be used to identify and
classify similar emotions into the same category. In this study, the netnography technique was
used to investigate individuals’ emotional responses within an online social network site
(Kozinets 1998). Particularly, we employed Shaver et al.’s (2001) emotion knowledge
typology which consists of 135 emotion domains that have been grouped into three major
categories: positive emotions (i.e., love and joy), negative emotions (i.e., anger, sadness and
fear), and a neutral emotion (i.e., surprise) (see Appendix 1). We adopt Shaver et al.’s (2001)
typology as it provides comprehensive lists of emotions which help in classifying the emotion
domains more accurately. We believe that the use of this typology in our study has potential
to add value to the existing literature since it has never been utilised in any emotion response
study, especially in relation to emotional appeal advertising.

Consumer electronic goods were selected as the emotional component is of particular

relevance to electronic appliances, such as the emotional experience of the user (VanHamme
and de Bont 2008). For example, the design of electronic goods can create a positive
emotional experience (e.g., “falling in love” with the attractive design of the product) or a
negative emotional experience (e.g., fear of the complex nature of the technological features).
We address our research questions with respect to Facebook since it is the largest online
social network sites and it has been recognised and utilised by nearly 60% of all US
companies (ReadWriteWeb.com, 2009).

According to the Interbrand website (2011), 13 global electronic brands were registered in a
2011 ranking of the top 100 brands. We have selected the top 11 global electronic brands
(Intel, Nokia, Samsung, Sony, Philips, Dell, Nintendo, Blackberry, Panasonic, Apple, and
HTC) as our sample. Xerox and Canon were excluded because they have very limited
emotional appeal on their Facebook wall. Data was collected based on our samples’ emotional
appeals and the followers’ emotional responses to those appeals during 1 January 2011 – 10
January 2012 in Facebook wall. We classified and distributed all the emotional words found
into six different emotional categories according to Shaver et al.’s (2001) emotional
knowledge typology. All foreign language comments, photos, emoticons, incorrect spelling
texts, and any other symbols (i.e., :-), :-P etc) were excluded to ensure the trustworthiness and
the accuracy of the data interpretation.

Results and Discussion

161 emotional appeals were published by companies on their Facebook walls. As shown in
Table 1, joy was found to be the most common emotions, followed by surprise and love.
Collectively, these three emotions represented 97% of the total emotions appearing on
companies’ Facebook walls. Except for Apple, all companies utilised joy as their
communication strategy. Nokia and Blackberry were the only companies that included
sadness appeals. Our findings suggest that the present sample utilised positive emotional
appeals more frequently than the negative ones. We explain that positive emotional appeals
may attract followers by providing a pleasant feeling that evokes a higher degree of comfort
and increases the degree of likability toward the advertising and advertised products or
services (Morgan et al. 1995).
4
From a total of 161 emotional appeals, companies received approximately 40,000 non
emotional responses - and 6,600 emotional responses (see Table 2). Our result shows that
sadness, fear and joy were the three most common emotional responses by followers. One
possible reason for the relatively lower followers’ emotional response rate as compared to the
non emotional responses response could be that followers’ response rate is determined by the
types of advertised products, advertising media, and advertisement appeals used (Chaudhuri
and Buck 1995; 1997). Emotional appeal advertising might not be suitable for durable goods
such as electronic appliances since it does not provide objective factual information to
activate the followers’ cognitive information processing which is required when evaluating
electronic appliances (Liebermann and Flint-Goor 1995). In this instance, rational appeal may
be more appropriate as it instils greater confidence by offering facts and figures.

Table 3 presents a list of emotions that was found in the followers’ emotional responses to
companies’ emotional appeals. Our findings suggest that the followers expressed their state of
love and fear in a very simple way. There are only two emotional words – ‘love’ and ‘like’ –
to represent the love category. Similarly, ‘scary’ and ‘freaking’ are the only two listed
emotion words that symbolise the fear category whilst joy, anger, surprise and sadness
emotions are represented through a number of emotion words.

Our study revealed that love appeals generally generated emotional responses of love, joy and
surprise. For example, when Dell posted customer endorsements, such as: “My first laptop,
the inspiron 15R and I love it...the display screen shows crisp detail and bright colours”, the
followers responded positively, for example: “My first one too! ♥ and in love with it!”. In
relation to joy, our analysis shows that emotional appeals targeting this emotion were
normally followed by love, joy and surprise responses. Examples of followers’ positive
emotional responses included: “The greatest phone ever. Love it” and “Amazing phone,
Galaxy Nexus with 4.0 is in a league of its own.”

As for the neutral emotion of surprise, our study revealed that surprise appeals mostly
generated love, joy and surprise emotions. For example: “Team Intel you are just totally
awesome.....” and “Wow, thanks.” In very rare instances, followers responded to surprise
appeals with sadness and anger, for example, when Apple announced the availability of the
white iPhone, a follower expressed his sadness and anger by commenting: “Very late and it
sucks.” In addition, our findings also show that negative appeals focusing on sadness
commonly generate more negative emotional responses than positive emotional responses.
For example, followers responded to sadness appeals by publishing negative emotional
comments such as: “embarrassing” and “disappointed”.

Conclusion

Emotional responses to advertising are very important to companies as they represent the
followers’ current emotional states, which in turn reflect the followers’ attitudes and
behaviours toward the advertising and advertised products or services. This study
demonstrated that different types of emotional appeals produce different types of emotional
responses. More importantly, emotional responses reflect followers’ undisclosed desires and
wants and as such provide an opportunity for companies to understand and to fulfil these
desires and wants. Thus, emotional responses to advertising appeals cannot be ignored but
warrant companies’ full attention. We believe our study has important implications for
5
advertisers and marketers who use online social networks as their media to communicate with
their customers. The findings show the importance of examining the role of emotional
responses in terms of modifying individuals’ attitude and behaviours toward the advertising
and advertised products and services.

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Table 1: Total of Companies’ Emotional Appeals

Companies Love Joy Surprise Anger Sadness Fear

Intel 14 5 11
Nokia 8 6 1
Samsung 1 19 3
Sony 4 9
Philips 7 2 0
Dell 4 9 1
Nintendo 3 8 4 0
Blackberry 2 9 3
Panasonic 3 10 4
HTC 7
Apple 5
Total 30 91 36 0 4 0

Table 2: Followers’ emotional responses to companies’ emotional appeals

Followers’ responses
Emotion Non Emotional Emotional Total Emotion %
Love 6561 840 7401 11%
Joy 23054 3664 26718 14%
Surprise 3407 456 3863 12%
Anger 424 50 474 11%
Sadness 6767 1604 8371 19%
Fear 5 1 6 17%
Total 39909 6590 46499 14%

9
Table 3: List of emotions related to six primary emotions
Love Joy Surprise Anger Sadness Fear
Oh my
Intel love exciting God suck boring
like hope surprise stupid sad
proud amazing hate miss you
awesome astonishing don’t like shame
enjoy depressing
superb ridiculous
Nokia funny annoying scary
disgusting
dislike
mind
Samsung interesting blowing crap bad
fantastic wonder damn worse
happy failure
thrill disappointed
satisfied not happy

Sony impress jealous freaking

don't love
Phillips brilliant
Dell pleasure lousy
shoddy
frustrated
cheater
never again
horrible

Nintendo super shock garbage embarrassing

incredible angry worry
up set fail
Blackberry glad don’t trust sorry
confidence stink confuse
useless unsatisfactory
piss off regret
disgraceful
HTC sensation
cool
rock
delighted

10
 Appendix 1 Shaver et al.’s (2001) Emotion knowledge typology

Positive Love Joy

emotions adoration, affection, love, amusement, bliss, cheerfulness, gaiety,
fondness, liking, attraction, glee, jolliness, joviality, joy, delight,
caring, tenderness, compassion, enjoyment, gladness, happiness,
sentimentality, arousal, desire, jubilation, elation, satisfaction, ecstasy,
lust, passion, infatuation, and euphoria, enthusiasm, zeal, zest,
longing excitement, thrill, exhilaration,
contentment, pleasure, pride, triumph,
eagerness, hope, optimism,
enthrallment, rapture and relief.
Negative Anger Sadness Fear
emotions aggravation, irritation, agitation, agony, suffering, hurt, anguish, alarm, shock, fear,
annoyance, grouchiness, depression, hopelessness, gloom, fright, horror, terror,
grumpiness, exasperation, glumness, sadness, unhappiness, grief, panic, hysteria,
frustration, anger, rage, outrage, sorrow, woe, misery, melancholy, mortification,
fury, wrath, hostility, ferocity, dismay, disappointment, displeasure, anxiety,
bitterness, hate, loathing, scorn, guilt, shame, regret, remorse, alienation, nervousness,
spite, vengefulness, dislike, isolation, neglect, loneliness, rejection, tenseness,
resentment, disgust, revulsion, homesickness, defeat, dejection, uneasiness,
contempt, envy, jealousy, and insecurity, embarrassment, humiliation, apprehension,
torment insult, pity and sympathy worry, distress and
dread.
Neutral Surprise
emotion amazement, surprise and
astonishment

11

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