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Examination of emotional response to apparel brand advertisements

Hye‐Shin Kim (Assistant professor in the Department of Consumer Studies at the University of Delaware)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 April 2000



This study examines whether a unique set of emotions may be generated by advertisements for apparel products and brands for a young female target audience. Also studied were the effects of emotions on evaluative perceptions of apparel brand advertisements (ad attitude). Test advertisements consisted of 90 advertisements representing 56 different brands. Using an aggregate‐level communication model, all analysis in the study was performed across advertisements, not across people, as sampling units of interest. Findings show a unique set of three emotional dimensions generated by the apparel brand advertisements. Two emotional dimensions, pleasure/activation (eg activation, bored, desired, social affection) and hypoactivation (drowsy, restful, soothed), had a positive influence on ad attitude. The third dimension, domination (anger, fear, irritation, tension), did not have a significant effect on ad attitude, having neither good nor bad effect on evaluations of advertisements.



Kim, H. (2000), "Examination of emotional response to apparel brand advertisements", Journal of Fashion Marketing and Management, Vol. 4 No. 4, pp. 303-313.




Copyright © 2000, MCB UP Limited

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