From Excitation Transfer Theory to Dynamic Deactivation Model
Mapping Changes in Psychophysiological Responses Following Emotional Advertising
Bibliographic Data
| ID | 21422920 |
|---|---|
| Authors | Tianjiao Wang (0000-0003-2149-0937, DePaul University, corresponding author), Rachel L Bailey (0000-0001-6531-6127, Florida State University) |
| Year | 2025 |
| Volume | 54 |
| Issue | 5 |
| Pages | 673-692 |
| Publication date | 2025-10-20 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0091-3367 • E-ISSN: 1557-7805 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00913367.2025.2534376 |
| OpenAlex | W4412902592 |
| Language | EN |
| Citations received | 1 |
| References cited | 77 |
This study proposed and tested a dynamic motivational deactivation model to explain how emotional advertising influences subsequent message processing over time. Grounded in the motivated cognition framework, the model offers a new lens on advertising context effects by highlighting how motivational systems deactivate and shape emotional and cognitive responses as they return to baseline. Results showed that the impact of arousing content and aversive system activation persisted during the subsequent neutral stimuli following the withdrawal of emotional advertising. Further, initial resource allocation, indexed by secondary task reaction times and recognition sensitivity data, was at the level predicted by the motivational system activated by preceding emotional advertising. Specifically, resource allocation was the lowest during the initial processing of neutral stimuli that followed highly arousing unpleasant advertising; however, as deactivation continued, an increase in resource allocation was observed, indicating resources shifting back to encoding incoming information. The study contributes theoretically by highlighting the asymmetric deactivation patterns of appetitive and aversive systems and offers practical insights for optimizing ad sequencing, creative strategy, and ad placement in dynamic media environments
Advertising · Business · Cognitive psychology · Transfer (computing) · Behavioral Health and Interventions · Color perception and design · Computer Science · Media Influence and Health · Psychology · Social Psychology
Handbook of Theories of Social Psychology
Communication and Persuasion
Mood and Persuasion
Advances In Experimental Social Psychology
Psychophysiological Measurement and Meaning
Anova
What You See Is What You Set
Looking at pictures
Outliers detection and treatment
The Biopsychosocial Model of Arousal Regulation
Statistical power analyses using G*Power 3.1
Putting Things into Context
Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages
Beyond Bipolar Conceptualizations and Measures
Dissociating emotion-induced blindness and hypervision
Emotion and motivation I
Relationship between attitudes and evaluative space
Recall by Young People of Television Advertisements as a Function of Programme Type and Audience Evaluation
Attention, Resource Allocation, and Communication Research
The limited capacity model of motivated mediated message processing
The limited capacity model of motivated mediated message processing
Rethinkin the Study of Fear Appeals
Processing Food Advertisements
Mechanisms Underlying the Effects of Sexy and Humorous Content in Advertisements
Dynamic Human-Centered Communication Systems Theory
Mood as input
Excitation transfer in communication-mediated aggressive behavior
Feeling and Liking Responses to Television Programs
Motivated message processing
Processing deficits and the mediation of positive affect in persuasion
Emotion
The Role of Mood in Advertising Effectiveness
Happy and Sad TV Programs
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |