Will this trip be exciting? Consumers respond best to vacation ads that match current emotions

Oct 13, 2009

Most of us won't respond to the call of adventure while soaking in a relaxing bath. According to a new study in the Journal of Consumer Research, we're more likely to book a weekend at a spa.

"Imagine you are sitting in a bathtub, listening to calm music with gentle candlelight. Add lavender aroma. Then as you flip through a magazine, you come across an advertisement from an amusement park, promising you an exciting place full of adventurous offerings. How appealing would you find the prospect of visiting this amusement park?" write authors Hakkyun Kim (University of Concordia, Canada), Kiwan Park (Seoul National University, Korea), and Norbert Schwarz (University of Michigan).

The authors found that people evaluate vacation products with adventurous appeals more favorably when they feel excited rather than peaceful, and vice versa. They found that processing advertising claims depends much on the consistency between the message and the consumer's mood.

The authors explain that people who see an advertisement that promises an exciting vacation ask themselves, "Would this vacation really make me feel that way?" They are more likely to think a vacation will really be exciting when they currently feel excited rather than peaceful. In other words, incidental emotions influence the perceived likelihood that the product will deliver on its emotional promises: When the current emotions match the promises of the product, people infer that it may really make them feel that way; but when the current emotions mismatch the promises, the discrepancy between their current feelings and the promises suggests that the product may fail to deliver what it promises.

The researchers' results suggest that marketers can facilitate the impression that products will deliver on their promises by displaying them in contexts in which consumers' pre-existing feelings are likely to match the product's claims. "Exciting sports events are a better arena for advertising exciting vacations than for advertising serene vacations, not only because an exciting vacation may match the audience's general preferences, but also because an exciting vacation will match the audience's current feelings," the authors conclude.

More information: Hakkyun Kim, Kiwan Park, and Norbert Schwarz. "Will This Trip Really Be Exciting? The Role of Incidental Emotions in Product Evaluation." Journal of Consumer Research: April 2010

Source: University of Chicago (news : web)

Explore further: Study finds law dramatically curbing need for speed

add to favorites email to friend print save as pdf

Related Stories

Consumer behavior linked with emotions

Nov 15, 2005

Scientists at Pennsylvania State University and at Tilburg University in the Netherlands say extraneous emotions can affect consumer purchases.

Remember that time? New study demystifies consumer memory

Jan 26, 2009

If a vacation starts out bad and gets better, you'll have a more positive memory than if it starts out good and gets worse—if you're asked about it right afterward, according to a new study in the Journal of Consumer Re ...

Do experiences or material goods make us happier?

Feb 23, 2009

Should I spend money on a vacation or a new computer? Will an experience or an object make me happier? A new study in the Journal of Consumer Research says it depends on different factors, including how materialistic you ...

Recommended for you

Study finds law dramatically curbing need for speed

Apr 18, 2014

Almost seven years have passed since Ontario's street-racing legislation hit the books and, according to one Western researcher, it has succeeded in putting the brakes on the number of convictions and, more importantly, injuries ...

Newlyweds, be careful what you wish for

Apr 17, 2014

A statistical analysis of the gift "fulfillments" at several hundred online wedding gift registries suggests that wedding guests are caught between a rock and a hard place when it comes to buying an appropriate gift for the ...

Can new understanding avert tragedy?

Apr 17, 2014

As a boy growing up in Syracuse, NY, Sol Hsiang ran an experiment for a school project testing whether plants grow better sprinkled with water vs orange juice. Today, 20 years later, he applies complex statistical ...

Creative activities outside work can improve job performance

Apr 16, 2014

Employees who pursue creative activities outside of work may find that these activities boost their performance on the job, according to a new study by San Francisco State University organizational psychologist Kevin Eschleman ...

User comments : 0

More news stories

Egypt archaeologists find ancient writer's tomb

Egypt's minister of antiquities says a team of Spanish archaeologists has discovered two tombs in the southern part of the country, one of them belonging to a writer and containing a trove of artifacts including reed pens ...