The Effects of Affective Responses to Media Context on Advertising Evaluations
Author:
- Keith S. CoulterKCKeith S. Coulter
- 1 December 1998
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 27 (4) , 41-51
Abstract
The author examines the effects of emotional responses to television programming (program-induced affect) on attitude toward the ad (Aad). He finds that both thoughts about the program and overall program evaluations (i.e., program liking) mediate the effect of program-induced affect on Aad, and that emotional responses to the ad moderate the relationship between program liking and Aad. More specifically, the program liking-Aad linkage is strengthened if the ad and program are similar in emotional content. That effect is enhanced for ads appearing early within a pod. The author proposes and tests a model specifying the nature of the relationships among those variables, and discusses the practical implications for advertising practitioners.Keywords
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