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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.
Stayman, Cornell University This paper discusses the impact which the affect due to surrounding content can have on the effectiveness of advertising.
Second, work is reviewed that suggests that the advertising which precedes a commercial can have a contrast effect on the affective responses, inflating responses to commercials for which the affective appeal is different from those of preceding commercials (e.g., Aaker, Stayman and Hagerty 1986).
Such effects of context on affective responses have been shown to influence such outcome measures as ad recall, ad attitudes, and brand attitude change.
This session attempts to provide theoretical frameworks that can be useful for investigating the processes in which advertising context influences consumer responses to advertisements.
It is proposed that advertising context may have at least two types of influence on the impact of advertisements: affective influence and cognitive influence.