Are Consumers Unique in Terms of Cognitive and Affective Reactions towards the Advertising Content? A Pilot Study

Abstract

Looks at three groups thought to be representative of consumer reactions — advertising experts, consumerists and students — and asks which one(s) among these can really anticipate consumers” cognitive and affective reactions towards the advertising content. Investigates the reactions of representatives from these groups to advertisements shown in a controlled situation. Concludes that none of these groups proved to be a good substitute for the consumer.

Citation

Derbaux, C.M. (1981), "Are Consumers Unique in Terms of Cognitive and Affective Reactions towards the Advertising Content? A Pilot Study", European Journal of Marketing, Vol. 15 No. 7, pp. 12-34. https://doi.org/10.1108/EUM0000000004886