Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Thomas J. Olney · Morris B. Holbrook · Rajeev Batra

564 citations0/0 files storedJournal of Consumer Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

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 fast-forwarding through ads on prerecorded programs (zipping). In addition, the study demonstrates a chain of effects from the content of television ads, through emotional reactions and attitude toward the ad, to actual viewing behaviors.

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References

1984Content Analysis: An Introduction to its Methodology.1980A circumplex model of affect.1979An Information Processing Theory of Consumer Choice 1991Measuring the hedonic and utilitarian sources of consumer attitudes 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1987The Power of Feelings in Understanding Advertising Effects

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