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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Citations
Cites
Bower, G. H. (1981) · American Psychologist · doi:10.1037/0003-066x.36.2.129 · Cited by 4,154
Cited by
The Role of Emotions in Marketing
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999) · Journal of the Academy of Marketing Science · doi:10.1177/0092070399272005 · Cited by 3,349
Information Processing from Advertisements: Toward an Integrative Framework
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
The impact of humor in advertising: a review
Weinberger, M. G., & Gulas, C. S. (1992) · Journal of Advertising · doi:10.1080/00913367.1992.10673384 · Cited by 533
A two-sided, empirical model of television advertising and viewing markets
Wilbur, K. C. (2008) · Marketing Science · doi:10.1287/mksc.1070.0303 · Cited by 342
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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