Cognition and emotion : exploration on consumers response to advertisement and brand

• Main Authors: Hafizah Omar Zaki,, Yusniza Kamarulzaman,, Mozard Mohtar,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2021
• Online Access: http://journalarticle.ukm.my/18447/1/46031-174572-1-PB.pdf; http://journalarticle.ukm.my/18447/; https://ejournal.ukm.my/pengurusan/issue/view/1456

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theor...