The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads

Abstract

In the model proposed herein, both editorial liking and editorial-induced affect serve as judgment heuristics whose influence on evaluations of subsequent ads and featured brands varies as a function of individual characteristics. Consumers who are more responsive to emotional stimuli (i.e., with high affect intensity) are more likely to develop their ad evaluations on the basis of how they feel when they read the editorial (affect as information effects), whereas consumers who respond to likable stimuli (i.e., with high absorption disposition) are more likely to formulate their ad evaluations in terms of how they like the editorial content (liking as information effects). Three experiments test this model.