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The shifting meaning of togetherness: How culture and preference convergence enhance advertising co-exposure

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  • Mora, José-Domingo

Abstract

•We investigate co-exposure and solo exposure to advertising on portable people meter data of television viewing.•Our results support the claim by industry researchers that measures of advertising co-exposure should inform media planning.•Co-exposure outperforms solo exposure when viewers share preferences—preference convergence—for the advertised programs.•Co-exposure in English Canada is twice as effective as solo exposure, but comparatively less effective in other regions.•The moderation of co-exposure by preference convergence and regional culture helps reconcile findings in past research.

Suggested Citation

  • Mora, José-Domingo, 2026. "The shifting meaning of togetherness: How culture and preference convergence enhance advertising co-exposure," Journal of Business Research, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:jbrese:v:205:y:2026:i:c:s0148296325006824
    DOI: 10.1016/j.jbusres.2025.115859
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