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Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

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  • Olney, Thomas J
  • Holbrook, Morris B
  • Batra, Rajeev

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. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Olney, Thomas J & Holbrook, Morris B & Batra, Rajeev, 1991. "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 440-453, March.
    • Handle: RePEc:oup:jconrs:v:17:y:1991:i:4:p:440-53
    DOI: 10.1086/208569
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