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Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism

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  • Soni, Mayank Jyotsna
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    Abstract

    This study explores how involvement of the audience with cognitive/affective program influence their processing of advertisements aired in between the program because of varying involvement within program. An experimental design was conducted. Cognitive ad recall was found to be higher when involvement with program (both cognitive and affective) is low than when involvement with program is high. Affective ad recall was found to be lower when involvement with program (cognitive and affective) is low than when the involvement with program is high. This study will be useful for managers in choosing television slots to broadcast their advertisements. ELM, Mood Protection Mechanism and Resource Matching Hypothesis are used to explain information processing mechanisms. The results also indicated a need of extending existing information processing theories.

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    File URL: http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/5196150992013-03-02.pdf
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    Paper provided by Indian Institute of Management Ahmedabad, Research and Publication Department in its series IIMA Working Papers with number WP2013-03-02.

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    Handle: RePEc:iim:iimawp:12095

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    1. Mantel, Susan Powell & Kellaris, James J, 2003. " Cognitive Determinants of Consumers' Time Perceptions: The Impact of Resources Required and Available," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 531-38, March.
    2. Goldberg, Marvin E & Gorn, Gerald J, 1987. " Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 387-403, December.
    3. Swinyard, William R, 1993. " The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 271-80, September.
    4. Batra, Rajeev & Stayman, Douglas M, 1990. " The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 203-14, September.
    5. S. Siddarth & Amitava Chattopadhyay, 1998. "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, INFORMS, vol. 17(2), pages 124-138.
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