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Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects

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  • Murry, John P, Jr
  • Lastovicka, John L
  • Singh, Surendra N

Abstract

This research empirically examined how the feelings elicited by television programs and the liking of television programs affected viewers' evaluations of commercials. Subjects' feelings were manipulated by viewing a positive, negative, or neutral emotion-eliciting program while program liking was controlled statistically. Viewers' liking of programs positively influenced attitude toward the ad and attitude toward the brand, with the effect on the latter mediated.through the former. Feelings elicited by the programs had no effect on these same attitudes. The influence of program liking on attitude toward the ad, and subsequently on attitude toward the brand, was moderated by both commercial involvement and the commercial's position in a sequence of commercials. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Murry, John P, Jr & Lastovicka, John L & Singh, Surendra N, 1992. "Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 441-451, March.
    • Handle: RePEc:oup:jconrs:v:18:y:1992:i:4:p:441-51
    DOI: 10.1086/209272
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    Cited by:

    1. Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    2. Beth L. Fossen & David A. Schweidel, 2019. "Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?," Marketing Science, INFORMS, vol. 38(2), pages 274-295, March.
    3. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
    4. Carvalho, Sergio W. & Luna, David, 2014. "Effects of national identity salience on responses to ads," Journal of Business Research, Elsevier, vol. 67(5), pages 1026-1034.
    5. Natarajan, Thamaraiselvan & Balasubramaniam, Senthil Arasu & Stephen, Gladys & Jublee, Daniel Inbaraj & Kasilingam, Dharun Lingam, 2018. "The influence of audience characteristics on the effectiveness of brand placement memory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 134-149.
    6. Inés Küster Boluda & Natalia Vila López & Vicente Castillo, 2010. "Efectos de los videojuegos en las marcas emplazadas: la transmisión de imagen a través de las emociones," Working Papers. Serie EC 2010-05, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    7. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
    8. Roozen, Irene & Claeys, Christel, 2009. "Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?," Working Papers 2009/39, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    9. Banerski Grzegorz & Biele Cezary & Awdziej Marcin & Kaczyński Adam & Molenda Sylwester, 2021. "Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(2), pages 2-32, June.
    10. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

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