The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Happy and Sad TV Programs: How They Affect Reactions to Commercials
Abstract
Relative to a sad TV program, a happy program induced: (1) a happier mood as viewers watched both program and commercials, (2) greater perceived commercial effectiveness, (3) more affectively positive cognitive responses, and (4) to some extent, better recall. A main effect for commercial type was also noted, with emotional commercials leading to generally more positive reactions than informational commercials. A significant program-by-commercial interaction was obtained for the viewer's mood during the commercial, with the program effect greater for those viewing emotional commercials than for those viewing informational commercials.
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Cites
Bower, G. H. (1981) · American Psychologist · doi:10.1037/0003-066x.36.2.129 · Cited by 4,154
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MacInnis, D. J., & Jaworski, B. J. (1989) · Journal of Marketing · doi:10.1177/002224298905300401 · Cited by 653
Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence
Pham, M. T. (2007) · Review of General Psychology · doi:10.1037/1089-2680.11.2.155 · Cited by 552
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Weinberger, M. G., & Gulas, C. S. (1992) · Journal of Advertising · doi:10.1080/00913367.1992.10673384 · Cited by 533
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Harris, J. L., Brownell, K. D., & Bargh, J. A. (2009) · Social Issues and Policy Review · doi:10.1111/j.1751-2409.2009.01015.x · Cited by 252
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Norris, C. E., & Colman, A. M. (1992) · Journal of Advertising · doi:10.1080/00913367.1992.10673374 · Cited by 180
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Malthouse, E. C., Calder, B. J., & Tamhane, A. (2007) · Journal of Advertising · doi:10.2753/joa0091-3367360301 · Cited by 122
Teichert, T., Hardeck, D., Liu, Y., & Trivedi, R. (2018) · Journal of Advertising Research · doi:10.2501/jar-2017-054 · Cited by 73
Viewing Death on Television Increases the Appeal of Advertised Products
Dar-Nimrod, I. (2012) · The Journal of Social Psychology · doi:10.1080/00224545.2011.588273 · Cited by 45
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
Violence and consumption imagery in music videos
Martin, B. A. S., & Collins, B. A. (2002) · European Journal of Marketing · doi:10.1108/03090560210430845 · Cited by 21
Vicarious Belongingness: Effects of Socioemotional Commercials Under Mortality Salience
Kneer, J., Hemme, I., & Bente, G. (2011) · Journal of Media Psychology · doi:10.1027/1864-1105/a000045 · Cited by 14
Metadata
- Authors
- Goldberg, M. E., & Gorn, G. J.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1987-12
- Volume
- 14
- Issue
- 3
- Pages
- 387
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2032450941
- Cited by
- 503
- References
- 1
- FWCI
- 26.69
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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