Program-Involvement Effects on commercial Attention and Recall of Successive and Embedded Advertising

Marjolein Moorman · Lotte M. Willemsen · Peter C. Neijens · Edith G. Smit

81 citations0/0 files storedJournal of Advertising

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

Abstract

Research on context effects has demonstrated a link between program-induced involvement and recall of commercials broadcast in breaks. However, the effect of program-induced involvement on recall of advertising embedded in the program itself has been understudied. In addition, little consideration has been given to the antecedents of program involvement. The present study aims to address these gaps. Results from a naturalistic field study show an attention spill-over effect on both embedded and successive advertising. The results further demonstrate that program involvement is a function of various personal factors, related to enduring topic involvement and social viewing environment.

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References

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