Context Effects on Recall and Recognition of Magazine Advertisements

Norris, Claire E.; Colman, Andrew M.

doi:10.1080/00913367.1992.10673374

Cited by 159 publications

(102 citation statements)

References 16 publications

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“…This study validates the suggestions of prior research that contextual congruence could result in positive attitude change (Broach et al, 1995;Norris and Colman, 1992). Study results have found that contextual congruence between online news content and online advertising plays a pivotal role in consumers' evaluation of online advertising.…”

Section: Discussion and Managerial Implicationssupporting

confidence: 76%

“…Prior research has shown that favourable perceptions or attitudes are more likely to occur when ads are surrounded by relevant media content than when ads are surrounded by irrelevant media content (Broach et al, 1995;Norris and Colman, 1992). Consumers' capacity to integrate relevant information with ease can lead to favourable attitudes and behavioural changes (Lee and Mason, 1999).…”

Section: Contextual Congruence Between Online News Content and Onlinementioning

confidence: 99%

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The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites

2017

IJIMA

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This study investigates how advertising on news websites is affected by social presence, contextual congruence and source credibility. It employs a 2 (social presence vs. no social presence)  2 (contextual congruence vs. no contextual congruence)  2 (high website credibility vs. low website credibility) between-subject factorial experimental design. Participating in this study are a total of 328 students from a university in the upper Midwest. Findings suggest that social presence positively influences how consumers evaluate advertising and brand. Contextual congruence also positively influences consumers' advertising and brand evaluations. Source credibility, however, positively influences only advertising evaluation (not brand evaluation). This study broadens our understanding of the roles of social presence, contextual congruence, and media vehicle effects in a computermediated communication context.

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Section: Discussion and Managerial Implicationssupporting

confidence: 76%

Section: Contextual Congruence Between Online News Content and Onlinementioning

confidence: 99%

The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites

2017

IJIMA

View full text Add to dashboard Cite

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“…Previous studies have defined the context of advertising reception as either the sponsoring media or program content in which the ad is located (see, e.g., Gardner 1985;Norris and Colman 1992;Pavelchak, Antil, and Munch 1988;Yi 1990) or the other advertising messages that immediately precede and follow a particular ad (see, e.g., Fowles 1996, p. 91;Pieters and Bijmolt 1997). It is significant that both definitions focus on the semantic context that surrounds the message rather than the social context in which the reader or viewer of the advertising message is located.…”

Section: The Solitary Subject Of Advertising Researchmentioning

confidence: 99%

The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences

Ritson¹,

Elliott²

1999

J CONSUM RES

303

185

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Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of advertising's contribution to the everyday interactions of adolescent informants at a number of English high schools. The study reveals a series of new, socially related advertisingaudience behaviors. Specifically, advertising meanings are shown to possess social uses relating to textual experience, interpretation, evaluation, ritual use, and metaphor. The theoretical and managerial implications of these social uses are then discussed.

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“…Beyond cognitive-affective-conative attitude research, there is a need to explore the broader information-processing implications of this study including the contextual effects (Norris and Colman, 1992;Page, Thorson, and Heido, 1990) and consumer involvement. The tripartite model is but one of multiple constructs that may mediate consumer attitude or the ability to process advertising messages, but clearly this model has helped to show the importance of affective attitude.…”

Section: Assumption Checkmentioning

confidence: 99%

The Power of Affect: Predicting Intention

Morris

Woo

Geason

et al. 2002

JAR

254

142

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This robust structural modeling study, with over 23,000 responses to 240 advertising messages, found that affect when measured by a visual measure of emotional response dominates over cognition for predicting conative attitude and action. AFFECTIVE AND COGNITIVE-BASED ATTITUDEFor many years, there was a tendency of focusing on cognitive-based attitude, suggesting that, with advertising involvement, cognition predominates over affective processing and that affective reactions are always mediated by cognition (Greenwald and Leavitt, 1984; Tsal, 1985). In fact, the derivation and strength of the attitude toward the ad (Aad) process is based on the relationship between attitude toward the ad and attitude toward the brand (Abd), and the determination that Abd predicts purchase intention (Mitchell and Olson, 1981;Lutz, MacKenzie, and Belch, 1983;MacKenzie and Lutz, 1986). Fishbein (Fishbein and Middlestadt, 1995) also heralded the notion of cognitive-based attitude by suggesting that a consumer's attitude is a function of (cognitive) beliefs and those beliefs predict intentions of behavior.Studies examining the role and relationship of emotion as the mediator of responses to advertising (Edell and Burke, 1987; Holbrook and Batra, 1987), however, have found that cognition can drive affect. In fact, some researchers (Brown and Stayman, 1992; Cohen and Areni, 1991; Petty et al., 1991) have argued that affect can directly influence attitude and that cognitive-based models fail to properly measure feelings associated with the sources of information (Edell and Burke, 1987; Schwarz, 1997). Failing to understand the role of

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Context Effects on Recall and Recognition of Magazine Advertisements

Cited by 159 publications

References 16 publications

The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites

The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites

The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences

The Power of Affect: Predicting Intention

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