Consumer responses to advertising: the effects of ad content, emotions, and attitude toward the ad on viewing time

Article Abstract:

This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to explain a simulated behavioral measure of attention to television commercials - that of channel switching (zapping) and fast-forwarding through ads on prerecorded programs (zipping). In addition, the study demonstrates a chain of effects from the content of television ads, through emotional reactions and attitude toward the ad, to actual viewing behaviors. (Reprinted by permission of the publisher.)

Television advertising, Consumer behavior

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Assessing the role of emotions as mediators of consumer responses to advertising

Article Abstract:

This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions and mediating the effects of advertising. Specifically, it proposes an approach that examines the manner in which intervening emotional reactions mediate the relationship between advertising content and attitudes toward the ad or brand. An illustrative application of this approach demonstrates its usefulness in assessing the role of emotions as mediators of consumer responses to advertising. (Reprinted by permission of the publisher.)

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Affective responses mediating acceptance of advertising

Article Abstract:

Communication research should be approached with studies of both cognitive and affective responses (ARs). Different from appraised responses to an ad, ARs reflect emotions brought on by advertisements, and upon examining AR literature, a typology for AR responses can be derived. Empirically observed, three ARs seem to be predecessors of general feelings about an advertisement, and can have a slight (but important) influence on overall attitudes toward individual brands.

Communication, Communications, Marketing communications

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