The Impact of Arousing Programming and Product Involvement on Advertising Effectiveness

John M. McGrath · Chad Mahood

26 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

An experiment investigated the impact of television programming arousal on consumer attitudes toward brands with different product involvement levels. Three key findings were observed. First, attitudes toward an ad (Aad) were positively impacted when advertising was placed adjacent to arousing television programs. Second, recall of advertising messages was negatively impacted when advertising was placed adjacent to arousing television programs. Third, attitudes toward an ad (Aad) were stronger for products with low involvement than for those with high involvement. The hypothesized interaction effect between programming arousal and product involvement was not observed.

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2025Advances in Consumer Research 1985Measuring the Involvement Construct 1985Measuring Consumer Involvement Profiles 1988The Role of Involvement in Attention and Comprehension Processes 1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads 1971Excitation transfer in communication-mediated aggressive behavior

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