EFFECTS OF ENTERTAINMENT AND ENJOYMENT OF TELEVISION PROGRAMS ON PERCEPTION AND MEMORY OF ADVERTISEMENTS

Claire E. Norris · Andrew M. Colman

28 citations0/0 files storedSocial Behavior and Personality An International Journal

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

Abstract

This study focuses on the hypothesis that entertainment and enjoyment properties of television programs have effects on recall, recognition, and perception of accompanying advertisements similar to the effects of program involvement reported by Norris and Colman (1993). Ninety-nine subjects each watched one of three television programs accompanied by six unfamiliar advertisements and then responded to questionnaires designed to measure perceptions of the programs and advertisements and memory for the advertisements. Correlations between program ratings and memory for advertisements were consistently negative but nonsignificant, and program ratings showed no consistent relationship with perceptions of the advertisements. The results provide no evidence that program entertainment and enjoyment, in contrast to involvement, influence advertisement effectiveness, which suggests that observed context effects depend on the predictor variables investigated.

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2025Advances in Consumer Research 1992Context Effects on Recall and Recognition of Magazine Advertisements 1981Response to Commercials as a Function of Program Context 1985MESSAGE COMPLEXITY AND ATTENTION TO TELEVISION 1978THE EFFECT OF POSITIONING A MESSAGE WITHIN DIFFERENTIALLY COGNITIVELY INVOLVING PORTIONS OF A TELEVISION SEGMENT ON RECALL OF THE MESSAGE 1993CONTEXT EFFECTS ON MEMORY FOR TELEVISION ADVERTISEMENTS 1986The Effect of Tv Program Involvement on Involvement With Commercials 1991CPMs versus CPMIs: Implications for Media Planning

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1996Context Effects of Radio Programming on Cognitive Processing of Embedded Advertisements

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