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Media context and advertising effectiveness: The role of context appreciation and context-ad similarity

  • P. DE PELSMACKER
  • M. GEUENS

    ()

  • P. ANCKAERT

Humorous, warm and rational television and print advertisements are tested in similar television and print contexts. The impact of ad style/context style congruency and context appreciation on the attitude towards the ad and on recall was studied. Results showed that low involvement individuals perceived ads embedded in a congruent context as clearer and more likable. High involvement individuals perceived ads embedded in a contrasting context as having a higher likeability and clarity. Ads shown in a highly appreciated television or print context resulted in a more positive attitude towards the ad. As opposed to a print environment, in a television context ad content and brand recall were also positively influenced by a positively appreciated context.

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File URL: http://wps-feb.ugent.be/Papers/wp_02_162.pdf
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Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 02/162.

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Length: 30 pages
Date of creation: Dec 2002
Date of revision:
Handle: RePEc:rug:rugwps:02/162
Contact details of provider: Postal: Hoveniersberg 4, B-9000 Gent
Phone: ++ 32 (0) 9 264 34 61
Fax: ++ 32 (0) 9 264 35 92
Web page: http://www.ugent.be/eb

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  1. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
  2. Yi, Youjae, 1990. " The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 215-22, September.
  3. Lee, Angela Y & Sternthal, Brian, 1999. " The Effects of Positive Mood on Memory," Journal of Consumer Research, University of Chicago Press, vol. 26(2), pages 115-27, September.
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  6. Pieters, Rik G. M. & de Klerk-Warmerdam, Marianne, 1996. "Ad-evoked feelings: Structure and impact on Aad and recall," Journal of Business Research, Elsevier, vol. 37(2), pages 105-114, October.
  7. 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.
  8. Herr, Paul M, 1989. " Priming Price: Prior Knowledge and Context Effects," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 67-75, June.
  9. Murry, John P, Jr & Lastovicka, John L & Singh, Surendra N, 1992. " Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects," Journal of Consumer Research, University of Chicago Press, vol. 18(4), pages 441-51, March.
  10. Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 87-99, June.
  11. Yoon, Carolyn, 1997. " Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 329-42, December.
  12. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. " Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, University of Chicago Press, vol. 12(4), pages 365-81, March.
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