中文摘要：

根据阶梯步骤模型把广告效果划分为3类，提出了广告情感效果的概念并界定其范畴，验证了情感效果的两个心理步骤（喜欢与偏好）之间存在显著的因果关系。把广告被消费者感知的整体特性作为广告情感效果的主要前因，检验它的4个维度对广告情感效果的两个心理步骤产生的影响．实证结果表明广告特性的4个维度（有趣性、享受性、实用性和可信性）都会对喜欢产生显著影响；而广告特性的维度对偏好的影响的检验结果表明，可信性直接影响偏好，有趣性和享受性通过影响喜欢而间接影响偏好，实用性既直接影响偏好，也通过喜欢间接影响偏好。对研究结果进行讨论并提出相应的管理启示。

英文摘要：

This study compartmentalizes the advertising effectiveness into three types based on the stair-step model and defines the conception of the advertising affective effectiveness. The study finds significant relationship between the two steps of the advertising affective effectiveness： liking and preference. The paper regards the general characteristics of an advertisement perceived by consumers as the antecedents of advertising affective effectiveness, and tries to find whether its four dimensions have effects on the advertising affective effectiveness, The result suggests that the four dimensions of advertisement characteristics interestingness, hedonism, utilitarianism and credibility have significant effects on liking. The paper also finds that among the four dimensions, credibility influences preference directly, interestingness and hedonism influence preference indirectly by the mediator effect of liking, utilitarianism influences preference directly and indirectly as well. Based on this result, the paper discusses the conclusion and the management implication. At last, the limitation of the study is summarized and some advice for further research is presented.