Emotion and Persuasion in Advertising: What We Do and Don't Know About Affect

EMOTION AND PERSUASION IN ADVERTISING: WHAT WE DO Ai~DDON’T KNOW ABOUT AFFECT 1 Michael L. Ray, Rajeev Batra Stanford University caveats in each case). We discuss these below. Emotion and persuasion is an old topic in psychology and a difficult one to apply to advertising. Affect appears to have four possible effects on “learning” from advertising and a direct effect on advertising effectiveness in low depth—of—processing situations. But understanding and measurement of the cognitive neuro— psychological underpinnings of the effect of affect is inconplete and often applied in an oversimplistic way.