THE RESIDUAL IMPACT OF AVOIDED TELEVISION ADVERTISING

被引:41
作者
Bellman, Steven [1 ]
Schweda, Anika [1 ]
Varan, Duane [1 ]
机构
[1] Murdoch Univ, Interact Televis Res Inst, Murdoch, WA 6150, Australia
关键词
COMMERCIALS; AVOIDANCE; ATTENTION; BEHAVIOR; VIEWERS;
D O I
10.2753/JOA0091-3367390105
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study reports the results of a laboratory experiment that compared the effects of partial exposure associated with six major avoidance modes, including DVR (digital video recorder) ad skipping, against each other and against full-attention exposures as controls. The most common form of avoidance, ignoring advertisements (cognitive avoidance), has effects equal to fast-forwarding. Prior exposure increases effectiveness of recall as partial exposures, including fast forwarding, can act as reminder ads, but prior exposure also increases avoidance. Doubling the message of an ad in its sound track increases effectiveness and is the only way to counteract the effects of cognitive avoidance.
引用
收藏
页码:67 / 81
页数:15
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