The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
The Effects of Affective Responses to Media Context on Advertising Evaluations
Abstract
The author examines the effects of emotional responses to television programming (program-induced affect) on attitude toward the ad (Aad). He finds that both thoughts about the program and overall program evaluations (i.e., program liking) mediate the effect of program-induced affect on Aad, and that emotional responses to the ad moderate the relationship between program liking and Aad. More specifically, the program liking-Aad linkage is strengthened if the ad and program are similar in emotional content. That effect is enhanced for ads appearing early within a pod. The author proposes and tests a model specifying the nature of the relationships among those variables, and discusses the practical implications for advertising practitioners.
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Cites
The Elaboration Likelihood Model of Persuasion
Petty, R. E., & Cacioppo, J. T. (1986) · Advances in Experimental Social Psychology · doi:10.1016/s0065-2601(08)60214-2 · Cited by 8,822
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Mitchell, A. A., & Olson, J. C. (1981) · Journal of Marketing Research · doi:10.2307/3150973 · Cited by 1,472
Cited by
An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness
Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2009.07.002 · Cited by 1,040
Moorman, M., Neijens, P. C., & Smit, E. G. (2002) · Journal of Advertising · doi:10.1080/00913367.2002.10673683 · Cited by 208
Impact of Death-Related Television Programming on Advertising Evaluation
Rangan, P., Singh, S. N., Landau, M. J., & Choi, J. (2015) · Journal of Advertising · doi:10.1080/00913367.2015.1077490 · Cited by 21
Metadata
- Authors
- Coulter, K. S.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1998-12
- Volume
- 27
- Issue
- 4
- Pages
- 41-51
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2019594119
- Cited by
- 164
- References
- 2
- FWCI
- 3.14
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
