1991
DOI: 10.1086/208569
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Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Abstract: This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to explain a simulated behavioral measure of attention to television commercials-that of channel switching (zapping) and fastforwarding through ads on prerecorded programs (zipping). In addition, the study demonstrates a chai… Show more

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Cited by 439 publications
(284 citation statements)
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“…In the real world, it is usually very easy to switch the channel, turn the page, or to look away when being exposed to an appeal (cf. Madden, Allen, & Twible, 1988;Olney, Holbrook, & Batra, 1991). In this study, however, people were explicitly asked to read the whole appeal and to respond to questions about it.…”
Section: Limitations and Caveatsmentioning
confidence: 99%
“…In the real world, it is usually very easy to switch the channel, turn the page, or to look away when being exposed to an appeal (cf. Madden, Allen, & Twible, 1988;Olney, Holbrook, & Batra, 1991). In this study, however, people were explicitly asked to read the whole appeal and to respond to questions about it.…”
Section: Limitations and Caveatsmentioning
confidence: 99%
“…A strong relationship was found between relevant news and satisfaction, indicating that relevant news is a strong factor in influencing positive satisfaction. Based on the existing literature about consumer behavior, when a consumer obtains relevant information about a product or service in advertising, he or she experiences satisfaction and has more tendency to try the product or service (Anderson and Renault, 2006;Holbrook and Batra, 1987;Lazarus, 1982;Olney et al, 1991;Stout and Leckenby, 1986). This research extended this theory by empirically testing the argument in the Agriculture Bank.…”
Section: Resultsmentioning
confidence: 93%
“…There are marketing studies that show advertising influences customers' satisfaction and affects behavioral intentions(e.g. Holbrookand O'Shaughnessy, 1984;Olney et al, 1991;Lazarus, 1982;Stout and Leckenby, 1986;Stout and Rust, 1993;Chang, 2006;Geuens and De Pelsmacker, 1998;Duncan and Nelson, 1985;Stern, 1992;Zajonc et al, 1974;Macinnis, and Park, 1991;Ellsworth,2003).…”
Section: Introductionmentioning
confidence: 99%
“…Later studies include consumers' attitudes towards certain attributes of advertisements, and the findings aim to predict advertising effectiveness, brand attitudes and purchase intention. For instance, (Biehal et al, 1992) examine the relationship between customers' attitudes toward the advertisement (A Ad ) and its effect on brand choice; (Olney et al, 1991) investigate advertisement content which arouses emotion; (Muehling & McCann, 1993) examine attitude toward specific advertisements (A Ad ); and the effect of an advertisement's claim and content on attitude toward the advertisement, is the subject of a study by (Burton & Lichtenstein, 1988). Studies on advertisements that are specifically targeted at certain audiences such as children (Mallalieu et al, 2005) or specific ethnic groups (De Run, 2007) and special target groups (Orth & Koenig, 2007) raise ethical concerns in some cases.…”
Section: Attitudes To Advertising In General (A G )mentioning
confidence: 99%