| dc.description.abstract | Information sharing behavior is an integral part of human interaction , people communicate with each other by others important or proprietary information dissemination , and the emergence of social media to promote the efficiency of information sharing , the share efficiency more quickly , for business owners , consumers experience sharing between each other is also explosive. In many studies , sensual ads triggered if the feelings and emotions of consumers , allowing consumers to resonate , and caused emotional dimension of advertising , but also affects consumers to share (Jonah Berger, 2011), through advertising that give consumers high evoke emotions , prompting the intention to increase its share , so that consumers are willing to use a variety of channels such as Facebook, Google+, Twitter , etc. automatically share out, reached a mass ten, one hundred rapid spread of effect, and this fast and a lot of sharing , it is makes viral marketing .
The study proposed three hypotheses, using the experimental method to design the experiment , the ads into positive and negative advertising two situations , then use SAM (Self-Assessment Manikin) to measure the subject′s emotional valence and arousal , and to measure the subject′s attitude and sharing intention of advertising . After analysis, the emotional valence does not affect ad attitude and sharing intention , the hypothesis can not be established ; while highly aroused can lead to higher advertising attitude and sharing meaning, and higher advertising approach can also lead to a higher share intentions, hypotheses are true .
This study analyzed the ad caused emotional potency and evoke extent to explore what types of ads that can cause strong emotions audience, and the audience will be driven to do sharing behavior , principles and provide a direction to follow the advertiser .
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