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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising

Morris B. Holbrook, Rajeev Batra
DOI: http://dx.doi.org/10.1086/209123 404-420 First published online: 1 December 1987


This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating the effects of advertising. Specifically, it proposes an approach that examines the manner in which intervening emotional reactions mediate the relationship between advertising content and attitudes toward the ad or brand. An illustrative application of this approach demonstrates its usefulness in assessing the role of emotions as mediators of consumer responses to advertising.

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