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The Role of Disgust as an Emotional Mediator of Advertising Effects

Terence A. Shimp and Elnora W. Stuart
Journal of Advertising
Vol. 33, No. 1 (Spring, 2004), pp. 43-53
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4189245
Page Count: 11
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The Role of Disgust as an Emotional Mediator of Advertising Effects
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Abstract

This research examines an emotion that advertising researchers have largely neglected. In particular, we explore in two parallel experiments the role of disgust in the context of fast-food restaurant advertising. A follow-up study then determines that the theoretical concept of disgust captures only a narrow aspect of the meaning this term holds for laypeople. Both the narrow and broadened notions of disgust hold implications for advertising theory and practice.

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