Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism
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.
|Date of creation:|
|Date of revision:|
|Contact details of provider:|| Phone: 91 79 2630 7241|
Fax: 91 79 2630 6896
Web page: http://www.iimahd.ernet.in/publications
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- Greg Filbeck & Xin Zhao & Daniel Tompkins & Peggy Chong, 2009. "Share price reactions to advertising announcements and broadcast of media events," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(4), pages 253-264.
- 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.
- 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.
- 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.
- 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.
When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12095. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.