Concepedia

Emotion-based Advertising

Emotion-Based Advertising is a strategic marketing communication framework that systematically employs emotional stimuli—such as fear, joy, nostalgia, or empathy—to influence consumer attitudes and behaviors by forging affective associations with a brand or product, thereby differentiating it from rational or information-driven advertising approaches.

249

Publications

16.2K

Citations

544

Authors

321

Institutions

Publications per year

2017–2026

100

Variants

Emotional Advertising

Parents

Publications

249

Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising

Morris B. Holbrook, Rajeev Batra · Journal of Consumer Research · 1987 · 1.6K citations

, , +17

The Face of Need: Facial Emotion Expression on Charity Advertisements

Deborah A. Small, Nicole Verrochi · Journal of Marketing Research · 2009 · 534 citations

, , +14

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai et al. · Journal of Marketing · 2019 · 475 citations

, , +17

Emotion-Induced Engagement in Internet Video Advertisements

Thales Teixeira, Michel Wedel, Rik Pieters · Journal of Marketing Research · 2011 · 422 citations

, , +17

How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising

Karolien Poels, Siegfried Dewitte · Journal of Advertising Research · 2006 · 400 citations · Full text

, , +14

1–5 of 249

Authors

544

  1. FS
    Felix Septianto

    The University of Queensland, Australia

    9 publications · 248 citations

    9

    h-index

  2. PD
    Patrick De Pelsmacker

    University of Antwerp, Belgium

    7 publications · 368 citations

    7

    h-index

  3. EK
    Elyria Kemp

    University of New Orleans, United States

    6 publications · 303 citations

    6

    h-index

  4. MG
    Maggie Geuens

    Ghent University, Belgium

    6 publications · 300 citations

    6

    h-index

  5. DJ
    Deborah J. MacInnis

    University of Southern California, United States

    5 publications · 1.2K citations

    5

    h-index

1–5 of 544

Institutions

321

  1. University of Pennsylvania

    Philadelphia, United States

    6 h-index

    6 publications

    463 citations

  2. University of South Carolina

    Columbia, United States

    6 h-index

    9 publications

    442 citations

  3. University of New Orleans

    New Orleans, United States

    6 h-index

    9 publications

    371 citations

  4. The University of Queensland

    Brisbane, Australia

    6 h-index

    6 publications

    112 citations

  5. Pennsylvania State University

    State College, United States

    5 h-index

    5 publications

    209 citations

  6. University of Antwerp

    Antwerp, Belgium

    5 h-index

    8 publications

    495 citations

  7. The University of Texas at Austin

    Austin, United States

    5 h-index

    6 publications

    443 citations

  8. University of Wollongong

    Wollongong, Australia

    4 h-index

    4 publications

    246 citations

1–8 of 321

Venues

  1. Journal of Advertising Research

    JAR · 19 publications · 1.5K citations

    17

    h-index

  2. Journal of Advertising

    17 publications · 1.2K citations

    15

    h-index

  3. International Journal of Advertising

    IJA · 11 publications · 408 citations

    10

    h-index

  4. Journal of Business Research

    JBR · 9 publications · 917 citations

    9

    h-index

  5. Psychology and Marketing

    7 publications · 652 citations

    7

    h-index

1–5