IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v63yi9-10p972-978.html
   My bibliography  Save this article

Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement

Author

Listed:
  • Cauberghe, Verolien
  • De Pelsmacker, Patrick
  • Janssens, Wim

Abstract

New media, such as the Internet or interactive digital television (a merger of television and Internet technology), often combine different sensory inputs and different types of media content simultaneously. These combined information cues may interfere with each other or reinforce the processing of each other. Two experiments explore perceptual and semantic interference and reinforcement mechanisms and their impact on self-reported attention and clicking behavior. Experiment 1 shows that in the case of an interactive ad containing text and pictures, a simultaneous audiovisual program context leads to less attention and clicking than an auditory context. Experiment 2 indicates that in the case of goal-directed browsing, a congruent program context leads to more attention and clicking than an incongruent context.

Suggested Citation

  • Cauberghe, Verolien & De Pelsmacker, Patrick & Janssens, Wim, 2010. "Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement," Journal of Business Research, Elsevier, vol. 63(9-10), pages 972-978, September.
  • Handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:972-978
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00217-3
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Braun-LaTour, Kathryn A. & Puccinelli, Nancy M. & Mast, Fred W., 2007. "Mood, information congruency, and overload," Journal of Business Research, Elsevier, vol. 60(11), pages 1109-1116, November.
    2. Burke, Raymond R & Srull, Thomas K, 1988. "Competitive Interference and Consumer Memory for Advertising," Journal of Consumer Research, Oxford University Press, vol. 15(1), pages 55-68, June.
    3. S. Christian Wheeler & Jonah Berger, 2007. "When the Same Prime Leads to Different Effects," Journal of Consumer Research, Oxford University Press, vol. 34(3), pages 357-368, July.
    4. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    5. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
    6. Bone, Paula Fitzgerald & Ellen, Pam Scholder, 1992. "The Generation and Consequences of Communication-Evoked Imagery," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 93-104, June.
    7. Unnava, H Rao & Agarwal, Sanjeev & Haugtvedt, Curtis P, 1996. "Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information," Journal of Consumer Research, Oxford University Press, vol. 23(1), pages 81-88, June.
    8. Rust, Roland T. & Varki, Sajeev, 1996. "Rising from the ashes of advertising," Journal of Business Research, Elsevier, vol. 37(3), pages 173-181, November.
    9. Herr, Paul M, 1989. "Priming Price: Prior Knowledge and Context Effects," Journal of Consumer Research, Oxford University Press, vol. 16(1), pages 67-75, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    2. Ryan S Elder & Ann E Schlosser & Morgan Poor & Lidan Xu & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2017. "So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance," Journal of Consumer Research, Oxford University Press, vol. 44(4), pages 877-894.
    3. Gavilan, Diana & Avello, Maria & Abril, Carmen, 2014. "The mediating role of mental imagery in mobile advertising," International Journal of Information Management, Elsevier, vol. 34(4), pages 457-464.
    4. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Kim, Juran & Spielmann, Nathalie & McMillan, Sally J., 2012. "Experience effects on interactivity: Functions, processes, and perceptions," Journal of Business Research, Elsevier, vol. 65(11), pages 1543-1550.
    6. Ozkara, Behcet Yalin & Ozmen, Mujdat & Kim, Jong Woo, 2017. "Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 119-131.
    7. Liang, Beichen & Kale, Sudhir H., 2012. "Cultural differences in imagery generation: The influence of abstract versus concrete thinking," Journal of Business Research, Elsevier, vol. 65(3), pages 333-339.
    8. Diana Gavilan & Maria Avello, 2020. "Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery," SAGE Open, , vol. 10(4), pages 21582440209, November.
    9. Kim, Aekyoung, 2022. "The paradox in happiness sales: How can happiness primes backfire?," Journal of Business Research, Elsevier, vol. 146(C), pages 540-552.
    10. Lee, Woojin & Gretzel, Ulrike, 2012. "Designing persuasive destination websites: A mental imagery processing perspective," Tourism Management, Elsevier, vol. 33(5), pages 1270-1280.
    11. Eunae Jung & Hyungun Sung, 2017. "The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales," Sustainability, MDPI, vol. 9(3), pages 1-23, March.
    12. Moore, Don A., 1999. "Order Effects in Preference Judgments: Evidence for Context Dependence in the Generation of Preferences, ," Organizational Behavior and Human Decision Processes, Elsevier, vol. 78(2), pages 146-165, May.
    13. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    14. Sauer, Matthias, 2014. "Cue-recognition effects in the assessment of movie trailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 376-382.
    15. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    16. Hameed, Irfan & Zainab, Bibi & Shamim, Syed Jazib, 2018. "Arousal Safety Leading to Purchase Intention; The Role of Moderating and Mediating Variables in Structural Model," MPRA Paper 91848, University Library of Munich, Germany.
    17. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    18. Bilgihan, Anil & Barreda, Albert & Okumus, Fevzi & Nusair, Khaldoon, 2016. "Consumer perception of knowledge-sharing in travel-related Online Social Networks," Tourism Management, Elsevier, vol. 52(C), pages 287-296.
    19. T. Poehlman & Ravi Dhar & John Bargh, 2016. "Sophisticated by Design: the Nonconscious Influence of Primed Concepts and Atmospheric Variables on Consumer Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 48-61, March.
    20. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:972-978. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.