Article2015

How Do Consumers Respond To Storylines in Television Advertisements?

Jennifer L. Burton · Leigh M. McAlister · Wayne D. Hoyer

11 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Media Influence and Health

Abstract

ABSTRACT Marketers and advertisers long have searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers9 moment-to-moment affective responses to television advertisements. The current study examined consumers9 moment-to-moment advertisement evaluations by applying a form of principal-components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the advertisement9s storyline. Application of this technique revealed a consistent principal-component structure across a sample of advertisements and demonstrated a link between each principal component and consumers9 retrospective advertisement and brand evaluations.

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