PROGRAM-INVOLVEMENT EFFECTS ON COMMERCIAL ATTENTION AND RECALL OF SUCCESIVE AND EMBEDDED ADVERTISING

被引：48

作者：

Moorman, Marjolein ^{[1
]}

Willemsen, Lotte M. ^{[1
]}

Neijens, Peter C. ^{[1
]}

Smit, Edith G. ^{[1
]}

机构：

[1] Univ Amsterdam, Amsterdam Sch Commun Res ASCoR, NL-1012 WX Amsterdam, Netherlands

来源：

JOURNAL OF ADVERTISING | 2012年 / 41卷 / 02期

关键词：

CONTEXT; MEMORY; MODEL; SPONSORSHIP; EXPOSURE; INFORMATION; ENVIRONMENT; COMMITMENT; RESPONSES; BEHAVIOR;

D O I：

10.2753/JOA0091-3367410202

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Research on context effects has demonstrated a link between program-induced involvement and recall of commercials broadcast in breaks. However, the effect of program-induced involvement on recall of advertising embedded in the program itself has been understudied. In addition, little consideration has been given to the antecedents of program involvement. The present study aims to address these gaps. Results from a naturalistic field study show an attention spill-over effect on both embedded and successive advertising. The results further demonstrate that program involvement is a function of various personal factors, related to enduring topic involvement and social viewing environment.

引用

页码：25 / 37

页数：13

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