Assimilation and contrast effects in affective reactions elicited by commercials: Impact of perceived similarity and ad-processing mode
(2003)
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- Authors
- Abstract
- (en) Since advertising contains more and more emotional elements designed to differentiate product from competitive alternative, this experiment studies sequence effects in a competitive pod. Building on assimilation-contrast theory, the authors found assimilation and contrast effects in the affective reactions elicited by commercials presented in the same pod. Moreover, they demonstrated the importance of the perceived similarity and of the interaction between similarity and ad-processing mode to understand the occurrence of assimilation versus contrast effects between the ads.
- Affiliations
Louvain School of Management Marketing
Citations
Poncin, I. (2003). Assimilation and contrast effects in affective reactions elicited by commercials: Impact of perceived similarity and ad-processing mode. https://hdl.handle.net/2078.5/129105