The intensifying effects of exciting television programs on the reception of subsequent commercials

Surendra N. Singh · Jacqueline C. Bush Hitchon

53 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Media Influence and Health

Abstract

Abstract This paper examines the effects of viewer excitement as elicited by television programs on the effectiveness of commercials embedded in such programs. A review of the literature suggests that the physiological arousal which results from suspenseful or emotional programs can be usefully characterized as an intensifier of important viewer responses. A brief overview of the literature on program context effects to date is given and a model is developed which positions arousal in relation to other mediating variables affecting commercial impact. The paper concludes with a summary of the more pressing issues arising from the study of excitement as an aspect of media environment.

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References

2025Advances in Consumer Research 1980Feeling and thinking: Preferences need no inferences.1974An approach to environmental psychology 1962Cognitive, social, and physiological determinants of emotional state.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1983Advances in Consumer Research 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

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2010Examining the Covert Nature of Product Placement: Implications for Public Policy 1997Recall of Television Advertisements as a Function of Program Evaluation 1995Effects of emotion and product involvement on the experience of repeated commercial viewing 2000Recall of Television Commercials as a Function of Viewing Context: The Impact of Program-Commercial Congruity on Commercial Messages 1993Program content and advertising effectiveness: A test of the congruity hypothesis for cognitive and affective sources of involvement

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