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- Title
The Effects of Program Involvement and Commercial Position on Reactions to Embedded Commercials.
- Authors
Watt, James H.; Coulter, Keith S.; Wiegel, Erica K.; Kowta, Srinivas; Jiang, Yansong
- Abstract
The present research utilizes a broadcast media setting to examine the manner in which two distinct measures of program "involvement" (i.e., self-reported vs. secondary task response latency) and commercial pod position influence attitude toward the ad (Aad), commercial recall, and commercial attention. Results indicate that program involvement main effects may vary depending upon how the construct is operationalized. Both commercial attention and commercial recall are found to vary depending upon pod position.
- Subjects
ADVERTISING; BROADCASTING industry; CONSUMER research; BROADCAST advertising; CONSUMER behavior research; MARKETING research; MARKETING
- Publication
Advances in Consumer Research, 1998, Vol 25, Issue 1, p492
- ISSN
0098-9258
- Publication type
Article