An advertising executive compares two television commercials marketing a new brand of paper towels. Both commercials provide the same information about the towels, but one depicts a cheerful, happy family having a fun day, and includes a couple of funny jokes, while the other commercial just shows scenes of the towels cleaning up various spills. As the executive predicted, people who watch the cheerful, funny commercial report a more positive attitude toward the paper towels than those who watch the other commercial. This example is most consistent with the theorized process of .

Question

Quizplus · Accepted Answer

Affect infusion theory suggests that positive emotions can spread to other objects or people in the environment, leading to a more positive attitude toward those objects or people. In this case, the cheerful, funny commercial created a positive emotional state in the viewers, which then spread to the paper towels, resulting in a more positive attitude toward the towels.

An Advertising Executive Compares Two Television Commercials Marketing a New