In current cognitive science, it is a common view that emotion is a part of cognition. We focus on the kansei aspects of ad cognition processes. Although the concept of kansei is well established only in Japanese, it is a useful macro concept which could be defined as an integrated mental process consists of logical, intellectual, emotional, evaluative, and creative components, with an emphasis on aesthetic aspects. As it would be inevitable for any advertisements to include artistic components of some degree, our approach might bring interesting insights to the ad researches.
Two TV commercial viewing experiments were conducted to investigate the effects of emotions on evocation of the viewer's desires toward products and brands.
The results were: First, we confirmed that the evoked emotions tend to lead to desire evocation toward brands, not only through the product features but also through various aspects of the advertisements themselves. Second, quantitative analysis revealed that the influence of goal/plan-related emotions on the desire evocation process was a function of attention evocation and quality confirmation.
We discussed that the design principles of TV commercials should address the effects of emotions in brand value construction processes.