Published Research
Below is a selection of published research that applies the ADSAM measure.
Product Trial Study
Jooyoung Kim, University of Florida
Jon D. Morris, University of Florida
Observations: Journal of Advertising Research
Jon D. Morris
This article provides a review of emotional response research and methods for measuring it.
The Power of Affect: Predicting Intentions Jon D. Morris, University of Florida Chongmoo Woo, University of Florida James A. Geason, University of Florida Jooyoung Kim, University of Florida
Healthcare Research
Jon D. Morris, University of Florida
Effects of Music
Jon D. Morris, University of Florida
Mary Anne Boone, University of Florida
Emotional Response of African Americans
Jon D. Morris, University of Florida
Marilyn S. Roberts
Gail F. Baker
Where East Meets West: Standardized Advertisements Across Cultures
Jon D. Morris, University of Florida
Managing the Creative Effort: Pre and Post Production
Jon D. Morris, University of Florida
Measuring Multiple Emotional Responses
Jon D. Morris, University of Florida
James S. McMullen, University of Florida
Emotional Response to Advertisements Across Cultures
Jon D. Morris, University of Florida
Kirsten L. Strausbaugh, University of Florida
Mbulaheni Nthangeni, University of Florida
Product Trial Study
Jooyoung Kim, University of Florida
Jon D. Morris, University of Florida
Affective (emotional) responses and cognitive responses to a product, influence trial evaluation are examined in experiments where product types (hedonic and functional) and involvements (low and high) are simultaneously manipulated. The results show that affective response overrode cognitive response under all conditions in forming product-trial attitudes. Use our contact form to request a copy of this article.
Observations: Journal of Advertising Research (download)
Jon D. Morris
Although consumer research began focusing on emotional response to advertising during the 1980s, (Goodstein, Edell, and Chapman Moore. 1990; Burke and Edell, 1989; Aaker, Stayman, and Vezina, 1988; Holbrook and Batra, 1988), perhaps one of the most practical measures of affective response has only recently emerged. Part of the difficulty in developing measures of emotional response stems from the complexity of emotion itself (Plummer and Leckenby, 1985). Researchers have explored several different measurement formats including: verbal self-reports (adjective checklists), physiological techniques, photodecks, and dial-turning instruments. Read more about this article.
The Power of Affect: Predicting Intentions (download)
Jon D. Morris, University of Florida
Chongmoo Woo, University of Florida
James A. Geason, University of Florida
Jooyoung Kim, University of Florida
For decades, marketing and advertising professionals and researchers have been struggling with two important questions: What is more predictive of consumer intent—thoughts or feelings? And, in the tripartite of cognitive, affective, conative attitudes does cognitive attitude dominate and does it mediate the relationship between affect and intent? Read more about this article.
Healthcare Research (download)
Jon D. Morris, University of Florida
This paper & presentation were given at the Fall 2004 ARF Conference regarding emotions in healthcare research. The presentation demonstrates the use of Emotional Response Measurement in the healthcare marketing process long before the messaging strategies are developed. ADSAM is used to evaluate patient’s feelings about their conditions and their relationship with physicians and other influencers. See the presentation by clicking here.
Effects of Music (download)
Jon D. Morris, University of Florida
Mary Anne Boone, University of Florida
Music is viewed as an important feature in advertising because of its wide use and ability to enhance viewer arousal and affect. Previous research exploring the effects of music on emotional response and behavior has had mixed results. Read more about this article.
Emotional Response of African Americans (download)
Jon D. Morris, University of Florida
Marilyn S. Roberts
Gail F. Baker
The final results of the 1996 presidential election came as no surprise to most voters who followed the media’s coverage of public opinion polls. “It was a race that never really changed: Bill Clinton started ahead and stayed there” (“The Numbers,” 1996, p. 13). The 1996 presidential campaign has been referred to as a maintaining or status quo election. In making political comparisons, voters returned an incumbent president to office in economic good times just as they had done in 1984 with Ronald Reagan. However, Clinton was the first Democrat to be reelected for a second term since Franklin Roosevelt. Read more about this article.
Where East Meets West: Standardized Advertisements Across Cultures (download)
Jon D. Morris, University of Florida
One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results indicated that there were no significant overall differences in emotional responses to ads. One ad was found to evoke significantly different emotional response on the pleasure dimension and one ad on the arousal dimension. No significant difference was found for the dominance dimension between countries. Read more about this article.
Managing the Creative Effort: Pre and Post Production (download)
Cathy Gwynn, AdSAM
Jon D. Morris, University of Florida
Although consumer research began focusing on emotional response to advertising during the 1980’s (Goodstein, Edell & Chapman Moore, 1990; Burke & Edell, 1989; Aaker, Stayman & Vezina, 1988; Holbrook & Batra, 1986), few studies have examined the possibility of using pre-production measurements to predict emotional responses to finished commercials. Research exploring the ability of preproduction stage executions to evoke emotional responses is needed to advance the advertising copy development systems (Shrimp & Gresham, 1983). Read more about this article.
Measuring Multiple Emotional Responses (download)
Jon D. Morris, University of Florida
James S. McMullen, University of Florida
Research on emotion and advertising has focused on emotional responses in the viewer and include links between emotional responses, recall, attitude-toward-the-ad, and purchase behavior (Holbrook & O’Shaughnessy, 1984; Thorson, 1989). The fact that both positive and negative emotional responses to the same advertisement have been found (Edell & Burke, 1987) suggests that these relationships might be more complex than previously thought. Read more about this article.
Emotional Response to Advertisements Across Cultures (download)
Jon D. Morris, University of Florida
Kirsten L. Strausbaugh, University of Florida
Mbulaheni Nthangeni, University of Florida
In the expanding global trade, marketers are increasingly facing the difficulty of communicating across cultures. In order to assess the effects of their efforts then, advertisers need a measurement tool that is applicable to all possible markets including consumers of all ages, races and cultures. Read more about this article.