Armyanskii ln., 4-2, Moscow, 101000, Russia


Alina Pankratova1
  • 1 Lomonosov Moscow State University, 1 Leninskie Gory, Moscow, 119991, Russian Federation

Evaluating the Effectiveness of TV Advertising with Positive and Negative Emotional Impact

2014. Vol. 11. No. 1. P. 102–117 [issue contents]

We explore which of the two strategies for TV commercials, “Benefits” or “Risks” (positive and negative emotional impact, respectively), is more effective and whether characteristics of the audience (gender, levels of extraversion and neuroticism) affect the emotional impact of these strategies. The study is based on the prospect theory by Kahneman & Tversky (1979), who showed that the same information presented in terms of gains or losses affects behavioral decision making in different ways. In product advertising (exemplified by water filter commercials) the “Benefits” and “Risks” strategies emerge as equally effective. In social advertising (exemplified by “Fasten Seatbelts” message) the “Risks” strategy is rated as more effective. Both strategies invoke stronger emotional reactions in females (positive and negative emotions associated with “Benefits” and “Risks” strategy, respectively) and are associated with stronger reported impact for females than for males. Respondents with higher levels of neuroticism experience stronger negative emotional reactions, regardless of the type of advertisement strategy used, which lowers the effectiveness of the “Benefits” strategy, but increases that of the “Risks”. The results are in line with the findings of other studies and can be applied in the advertisement of goods and public messages related to health and safety. The study shows that the two strategies have different efficacy for different types of advertisement, and that both strategies are rated as more efficient when they are associated with stronger emotional response.

Citation: Pankratova, A. A. (2014). Otsenka effektivnosti televizionnoi reklamy s polozhitel'nym i otritsatel'nym emotsional'nym vozdeistviem [Evaluating the Effectiveness of TV Advertising with Positive and Negative Emotional Impact]. Psychology. Journal of Higher School of Economics, 11(1), 102-117. (in Russian)
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