Preference for improving sequences: the case of emotional commercials' pods
(2002) 31rst European Marketing Association Conference — Location: Braga, Portugal
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- Authors
- Abstract
- (en) This research brings to the fore the influence of previous commercials in a pod as contexts for subsequent commercials. Specifically, we study the impact of previous ads on the affective reactions elicited by commercials and on ad effectiveness. In a laboratory experiment we compare the effect of an ”improving” sequence of emotional commercials versus a declining one. Our results show, as stated by a growing literature stream in psychology, that an “improving” sequence of commercials is a more favorable context for emotional commercials. Finally we conclude with some practical and methodological implications
- Affiliations
Louvain School of Management Marketing
Citations
Poncin, I. (2002). Preference for improving sequences: the case of emotional commercials’ pods. 31rst European Marketing Association Conference, Braga, Portugal. https://hdl.handle.net/2078.5/129629