Commercial as context for other commercials : Threat or Opportunity ?
(2009) Journal of Advertising — Vol. 38, n° 3, p. 33-49 (2009)
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- Authors
- Abstract
- Most commercials designed to elicit affective reactions do not appear in isolation but frequently together. Consequently, a crucial question arises as to whether ads trigger affective reactions to ads shown in the same pod. The authors report on three experiments that use verbal and nonverbal measurement tools to assess these types of effects. Building on assimilation-contrast theory, they find that context effects such as ad sequence influence affective reactions. Positive results occur when an ad designed to invoke moderate or low emotional responses follows an ad evoking strong or moderately positive affect, whereas there is a threat when such an ad follows a strong negative emotional ad.
- Affiliations
Louvain School of Management Marketing Lille School of Management Marketing FUCaM Sciences de gestion
Citations
Poncin, I., & Derbaix, C. (2009). Commercial as context for other commercials : Threat or Opportunity ? Journal of Advertising, 38(3), 33-49. https://doi.org/10.2753/JOA0091-3367380303 (Original work published 2009)