Romanian Consumers Attitudes towards Different Types of Emotions Used in Advertising
Romanian Consumers Attitudes towards Different Types of Emotions Used in Advertising

Summary/Abstract: In the context in which consumers emotional conditions exert a great influence over purchasing decisions for most of the products, emotions play an important role in advertising, conducting to more efficient advertising strategies. Thus, the advertisers are looking to capitalize consumers’ experiences, actions ways aiming at: creating and strengthening a favorable attitude towards a brand or a product category, showing emotions as clear benefit of brand consumption, increasing efficiency of advertisements. In this paper, based on an empirical research, we examine the consumers’ attitudes towards different types of emotions used in advertising (humor, sexuality, positive/ negative feelings) and also the feelings induced by the TV advertising

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