Commercials as context for other commercials : Context Effects in Sequences of Affective and Non-Affective ads / Les annonces télévisées comme contexte pour les autres annonces diffusées dans le même écran : effets de contexte dans des séquences d'annonces émotionnelles ou pas.

Poncin, Ingrid
(2003)

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Authors
Supervisors
Derbaix,Christian
Abstract
(en) Despite the importance of the affective stream of research in the advertising literature and the fact that most of the commercials are run in pods, the effect of the position in a sequence on affective reactions elicited by commercials has been understudied. The goal of this dissertation is to break new ground to understand this complex phenomenon. The central problem of this research is the effects of commercials as contexts for other commercials. How commercials will create a specific context for other commercials embedded in the same pod since the closest advertising context of a commercial is in fact the other ads of the string We are especially interested in the influence of context effects on the affective reactions elicited by the ads, in other words, in the existence of affective sequence effects in a pod. Given the scarcity of research devoted to affective sequence effects and of specific marketing literature, we need to build on other research streams or psychological theories to constitute the conceptual framework (the assimilation-contrast theory, mood theories, priming research, excitation transfer theory, adaptation theory) and in order to try to understand and predict the four potential affective sequence effects (spillover, assimilation, contrast and adaptation effect). The research hypotheses examine both proaction effect (the effect of preceding ads) or retroaction effect (the effect of succeeding ads) and stress the importance of taking into account each of the three characteristics of the affective reactions (i.e., polarity, intensity and content). The methodology and the experimental design used to validate the research hypotheses are extremely rigorous (pretesting phase, check of the groups equivalence based on marketing, socio-demographical and psychological variables, use of three complementary methods in order to measure the ad-induced affective reactions (emotional facial expressions coding, feelings monitor and post-facto verbal measurement)). The results obtained in our four laboratory experiments (n = 500) show that when commercials are aired in a pod, sequence effects are clearly observed. This is a core contribution of this dissertation. In terms of ad effectiveness, if the affective context has no clear direct effect on the attitude toward the ad, it has for some ads an effect on the relationship between the affective reactions elicited and Aad. Several types of affective sequence effects have been observed (assimilation, contrast, adaptation and spillover effect). The importance of taking into account simultaneously the intensity and the polarity of affective reactions induced to determine which type of sequence effects is likely to be observed is also stressed. Moreover, due to the complexity of the phenomenon, numbers of variables (personal as well as contextual) are likely to impact on the type of observed effects and to interact with these effects. Finally, the discussion and conclusions chapter offers a discussion of the results, reminds of some limitations and develops on implications of the current study as well as avenues for future research.
Affiliations
  • FUCaMMARK - Marketing
  • Louvain School of ManagementMarketing

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Poncin, I. (2003). Commercials as context for other commercials : Context Effects in Sequences of Affective and Non-Affective ads / Les annonces télévisées comme contexte pour les autres annonces diffusées dans le même écran : effets de contexte dans des séquences d’annonces émotionnelles ou pas. https://hdl.handle.net/2078.5/130290