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ABSTRACT - S THE EFFECT OF AFFECTIVE CONTEXT ON THE EFFECTIVENESS OF ADVERTISING Douglas M.
It is proposed that perception of an ad stimulus will be a function of how close (or similar) that stimulus is to the current.reference point.
Specifically, close stimuli are assimilated, while distant stimuli are contrasted to the reference.
Research suggests that the affective state which a viewer is in before a commercial starts can have predictable and substantial effects on the affective response of the viewer to the commercial.
Research on the effect of editorial (for print) and programming (for television) content is first reviewed which suggests that the affective tone of programming can 'carry-over' to advertising (e.g., Goldberg and Gorn 1987).
The theoretical and practical implications of advertising context effects are also discussed Amna Kirmani and Youjae Yi (1991) ,"The Effects of Advertising Context on Consumer Responses", in NA - Advances in Consumer Research Volume 18, eds. Solomon, Provo, UT : Association for Consumer Research, Pages: 414-416.
The theoretical and practical implications of advertising context effects are also discussed OVERVIEW Many advertisements do not occur in a vacuum, but rather appear simultaneously with other materials such as programs on TV, articles in magazines, ads for other products, and station identifications.The first paper by Douglas Stayman examines the impact of affective context (mood, program tone, other ads) on advertising effectiveness.This paper provides an overview of various streams of research on affective context (e.g., affect modeled either as a moderator or as a mediator) .The second paper by Helen Anderson develops a conceptual model of change in emotional responses due to context by.integrating a theory of adaptive response with a theory for the structure of emotions.For example, mood states have been shown to affect the amount and type of processing of print advertisements as well as the motivation to selectively process information about different types of products.Finally, the paper concludes by combining these two areas in a discussion of affective context in differentially affecting informational versus emotional appeals.Yi posits that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers interpret product information in terms of these activated attributes, thereby affecting consumers' evaluations of the advertised brand.More detailed abstracts of the papers provided by the authors are presented next.The second effect discussed is the effect of affective context on the processing of the informational content in advertisements.Work in social cognition by Isen and others suggests that affective states can have significant impact on the processing of information in persuasive messages.