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Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing

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  • Poncin, Ingrid
  • Pieters, Rik
  • Ambaye, Michele

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  • Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.
  • Handle: RePEc:eee:jbrese:v:59:y:2006:i:6:p:745-754
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    References listed on IDEAS

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    1. Friestad, Marian & Wright, Peter, 1994. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Oxford University Press, vol. 21(1), pages 1-31, June.
    2. Pieters, Rik G M & Bijmolt, Tammo H A, 1997. " Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects," Journal of Consumer Research, Oxford University Press, vol. 23(4), pages 362-372, March.
    3. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
    4. Pieters, R. & Bijmolt, T.H.A., 1997. "Consumer memory for television advertising : A field study of duration, serial position and competition effects," Other publications TiSEM 1ae20014-8470-4056-8e3d-6, Tilburg University, School of Economics and Management.
    5. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. " Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Oxford University Press, vol. 12(4), pages 365-381, March.
    6. Goldberg, Marvin E & Gorn, Gerald J, 1987. " Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 387-403, December.
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    Cited by:

    1. M. Geuens & P. De Pelsmacker & T. Faseur & -, 2010. "Emotional advertising: Revisiting the Role of Product Category," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 10/646, Ghent University, Faculty of Economics and Business Administration.
    2. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    3. Carvalho, Sergio W. & Luna, David, 2014. "Effects of national identity salience on responses to ads," Journal of Business Research, Elsevier, vol. 67(5), pages 1026-1034.
    4. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.

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