TY - JOUR TI - Evaluating the Effectiveness of TV Advertising with Positive and Negative Emotional Impact T2 - Psychology. Journal of Higher School of Economics IS - Psychology. Journal of Higher School of Economics KW - gender differences KW - product commercials KW - social marketing KW - framing effect KW - emotional impact KW - perceived effectiveness KW - extraversion KW - neuroticism AB - 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. AU - Alina Pankratova UR - https://psy-journal.hse.ru/en/2014-11-1/124964020.html PY - 2014 SP - 102-117 VL - 11