ABSTRACT
The feelings experienced by consumers while they view an ad can have powerful effects on the way they respond to the ad. Feelings can influence attitude toward the ad, attitude toward the brand, brand beliefs, brand recall, change in brand attitude, and so forth (Batra & Ray, 1986; Burke & Edell, 1989; Edell & Burke, 1987; Russo & Stephens, 1990; Stayman & Aaker, 1988). In almost every study, however, the effects of feelings were evaluated right after the subjects viewed the ad. In reality, the ad is usually not present when consumers make their purchase decisions and may not be present when they evaluate the ad or the brand. This inconsistency may have serious implications regarding the practical application of the findings from the stream of research related to the effects of ad-induced emotions. This is especially true with respect to the effects on brand equity, which develops over time.
