Alegria e serenidade: a influência das emoções positivas nas avaliações de anúncios

Abstract

The study of positive emotions, despite the recent literature suggests that positive emotions with different levels of arousal can produce large differences in cognition, judgment, perception and behavior of individuals. Thus, this thesis aims to analyze the influence of positive emotions (joy and serenity) on the arousal component and the processing of information in the evaluations of messages and advertisements in the propensity to purchase a product. For this purpose, it is suitable theoretical support so that they were proposed research hypotheses that were tested in two experiments. Before applying the first experiment, a pretest (n = 58) was conducted to validate the videos that would be used to elicit the emotions joy and serenity in experiment 1 and 2. The first experiment (n = 152), type 2 (positive emotions: joy vs. serenity) by 2 (arousal: high vs. low) between subjects design. The results confirmed the assumptions proposed in hypotheses H1 and H2, demonstrating that due to affective congruence, the consumer is in an emotional state of joy (vs. serenity) best assesses an ad with a focus toward the high arousal (vs. low arousal) , but also have a higher propensity to purchase the product presented in this type of advertising and the consumer while lying in an emotional condition of serenity (vs. joy ) best assesses an ad with a focus toward the low arousal (vs. high arousal) , but also have a higher propensity to purchase the product presented in this type of ad. The second experiment (n = 160), type 2 (positive emotions: joy vs. serenity) by 2 (arguments: weak vs. strong) between subjects design. The results confirmed the assumptions proposed in hypotheses H3 and H4, demonstrating that the consumer is in an emotional state of joy (vs. serenity) make use of systematic information processing and therefore better assess an ad with strong arguments (vs. weak), but also have a higher propensity to purchase the featured product for this type of ad carefully consider the merits of the message, giving attention to the quality of the arguments . Have the consumer while lying in an emotional condition of serenity (vs. joy) make use of heuristic information processing and therefore better assess an ad with weak arguments (vs. strong) , but also have a higher propensity to purchase the product presented in this type of advertising, not wanting to engage in a thorough analysis of the merits of the message . Besides these presented results, this study also confirmed the use of two videos: baby smiling (65 seconds) and the waves (61 seconds) as capable of inducing successfully emotions of joy and serenity, respectively. By relevance presented in their results compared to the premises proposed , this thesis presents his contribution to both the theory of positive psychology , marketing and consumer behavior as for improving the management of emotions and messages of ads by professionals marketing. Finally, limitations of the study and suggestions for future research are also presented.