The Super Bowl: An Investigation into the Relationship Among Program Context, Emotional Experience, and Ad Recall

Abstract

In this study, we investigate (1) the effect that “Super Bowl XX” had on the emotions (defined by arousal and pleasure) of viewers in three cities and (2) how these emotional reactions influenced recall for ads broadcast during the game. City differences in overall emotional reactions to the program were observed, differences that had theoretical relevance to the effect of emotion on ad recall. Recall was found to be negatively related to emotional intensity (defined by arousal and pleasure polarization) but unrelated to emotional pleasure. Overall, arousal related to recall much more strongly than it did to pleasure.

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