IDEAS home Printed from https://ideas.repec.org/p/iim/iimawp/12095.html
   My bibliography  Save this paper

Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism

Author

Listed:
  • Soni, Mayank Jyotsna

Abstract

This study explores how involvement of the audience with cognitive/affective program influence their processing of advertisements aired in between the program because of varying involvement within program. An experimental design was conducted. Cognitive ad recall was found to be higher when involvement with program (both cognitive and affective) is low than when involvement with program is high. Affective ad recall was found to be lower when involvement with program (cognitive and affective) is low than when the involvement with program is high. This study will be useful for managers in choosing television slots to broadcast their advertisements. ELM, Mood Protection Mechanism and Resource Matching Hypothesis are used to explain information processing mechanisms. The results also indicated a need of extending existing information processing theories.

Suggested Citation

  • Soni, Mayank Jyotsna, 2013. "Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism," IIMA Working Papers WP2013-03-02, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:12095
    as

    Download full text from publisher

    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/5196150992013-03-02.pdf
    File Function: English Version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. S. Siddarth & Amitava Chattopadhyay, 1998. "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, INFORMS, vol. 17(2), pages 124-138.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. Mantel, Susan Powell & Kellaris, James J, 2003. "Cognitive Determinants of Consumers' Time Perceptions: The Impact of Resources Required and Available," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 531-538, March.
    4. Swinyard, William R, 1993. "The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 271-280, September.
    5. Batra, Rajeev & Stayman, Douglas M, 1990. "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 203-214, September.
    6. Greg Filbeck & Xin Zhao & Daniel Tompkins & Peggy Chong, 2009. "Share price reactions to advertising announcements and broadcast of media events," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(4), pages 253-264.
    7. Goldberg, Marvin E & Gorn, Gerald J, 1987. "Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 387-403, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    2. Alpert, Mark I. & Alpert, Judy I. & Maltz, Elliot N., 2005. "Purchase occasion influence on the role of music in advertising," Journal of Business Research, Elsevier, vol. 58(3), pages 369-376, March.
    3. Tafani, Eric & Roux, Elyette & Greifeneder, Rainer, 2018. "In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials," Journal of Business Research, Elsevier, vol. 84(C), pages 125-140.
    4. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    5. Drichoutis, Andreas & Nayga, Rodolfo & Klonaris, Stathis, 2010. "The Effects of Induced Mood on Preference Reversals and Bidding Behavior in Experimental Auction Valuation," MPRA Paper 25597, University Library of Munich, Germany.
    6. Purnawirawan, Nathalia & De Pelsmacker, Patrick & Dens, Nathalie, 2012. "Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 244-255.
    7. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    8. Desai, Kalpesh Kaushik & Mahajan, Vijay, 1998. "Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers," Journal of Business Research, Elsevier, vol. 42(3), pages 309-324, July.
    9. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    10. Pragya Keshari & Sangeeta Jain, 2016. "Effect of Age and Gender on Consumer Response to Advertising Appeals," Paradigm, , vol. 20(1), pages 69-82, June.
    11. Kenneth C. Wilbur, 2008. "A Two-Sided, Empirical Model of Television Advertising and Viewing Markets," Marketing Science, INFORMS, vol. 27(3), pages 356-378, 05-06.
    12. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    13. Derbaix, C. & Pecheux, C., 1999. "Mood and children: Proposition of a measurement scale," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 571-591, October.
    14. Bellman, Steven & Beal, Virginia & Wooley, Brooke & Varan, Duane, 2020. "Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online," Journal of Business Research, Elsevier, vol. 120(C), pages 103-113.
    15. Tingting Nian & Yuheng Hu & Cheng Chen, 2021. "Examining the Impact of Television-Program-Induced Emotions on Online Word-of-Mouth Toward Television Advertising," Information Systems Research, INFORMS, vol. 32(2), pages 605-632, June.
    16. Bellman, Steven & Murphy, Jamie & Treleaven-Hassard, Shiree & O'Farrell, James & Qiu, Lili & Varan, Duane, 2013. "Using Internet Behavior to Deliver Relevant Television Commercials," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 130-140.
    17. El Hazzouri, Mohammed & Main, Kelley J. & Shabgard, Donya, 2020. "Reminders of the sun affect men's preferences for luxury products," Journal of Business Research, Elsevier, vol. 120(C), pages 551-560.
    18. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    19. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    20. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12095. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/eciimin.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.