A METAANALYSIS OF RELATIONSHIPS BETWEEN AD-EVOKED FEELINGS AND ADVERTISING RESPONSES

The authors conduct meta-analyses of relationships involving positive and negative ad-evoked feelings to determine (1) whether the effects o f positive and negative feelings on advertising responses are symmetri cal or asymmetrical and bipolar or bidimensional; (2) whether study de sign characteristics influence the strength of effects of positive and negative feelings on ad and brand attitudes; (3) whether moderator ef fects are differential for positive and negative feelings; and (4) whe ther relationships are generalizable across different study designs, p roduct types, and media. Using the aggregated data, the authors assess competing predictions of three alternative theoretical perspectives: bipolarity, generalized asymmetry, and contingent asymmetry, Analyses indicate that positive and negative feelings have contingently asymmet rical effects on advertising responses, Study conditions related to su bjects' cognitive processing sets moderated the effects of negative fe elings on ad and brand attitudes but generally did not moderate the ef fects of positive feelings, The authors also demonstrate the utility o f bootstrapping as an advantageous new way of conducting moderator ana lyses in meta-analysis.