Skip to main content
Article thumbnail
Location of Repository

Effects of Entertainment and Enjoyment of Television Programs

By Claire E. Norris and Andrew M. Colman


This is the authors draft of an article published in 'Social Behavior and Personality'. study focuses on the hypothesis that entertainment and enjoyment properties of television programs have effects on recall, recognition, and perception of accompanying advertisements similar to the effects of program involvement reported by Norris and Colman (1993). Ninety-nine subjects each watched one of three television programs accompanied by six unfamiliar advertisements and then responded to questionnaires designed to measure perceptions of the programs and advertisements and memory for the advertisements. Correlations between program ratings and memory for advertisements were consistently negative but non-significant, and program ratings showed no consistent relationship with perceptions of the advertisements. The results provide no evidence that program entertainment and enjoyment, in contrast to involvement, influence advertisement effectiveness, which suggests that observed context effects depend on the predictor variables investigated

Publisher: Social Behavior and Personality
Year: 1994
OAI identifier:

Suggested articles


  1. (1976). American trade designs: A survey with 732 marks, logos, and corporate identity symbols.
  2. (1992). Attention seekers. Media Week,
  3. (1993). Context effects on memory for television advertisements. Social Behavior and Personality, doi
  4. (1992). Context effects on recall and recognition of magazine advertisements. doi
  5. (1991). CPMs versus CPMIs: Implications for media planning.
  6. (1986). Effects of over-time measures of viewer liking and activity during programs and commercials on memory for commercials.
  7. (1993). Measuring the quality of television viewing and its link with advertising effectiveness. Paper presented at the Marketing Week/Carat UK Value of Quality Television Seminar,
  8. (1985). Message complexity and attention to television. doi
  9. (1994). Putting ads in context: How television programmes affect viewers’ reactions to ads.
  10. (1993). Research studies from Channel Four: Programme enjoyment and advertising (Research Studies from Channel Four).
  11. (1981). Response to commercials as a function of program context.
  12. (1978). The effect of positioning a message within differentially cognitively involving portions of a television segment on recall of the message. doi
  13. (1978). The effect of program context on commercial recall. Paper presented at a meeting of the Association of National Advertisers television workshop,
  14. (1986). The effect of TV program involvement on involvement with commercials.
  15. (1990). The influence of viewing context on commercial effectiveness: A selection processing model.
  16. (1979). Trade names dictionary (2nd Edition).

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.