Skip to main content
Article thumbnail
Location of Repository

Selective Exposure to Television Programmes and Advertising Effectiveness

By Claire E. Norris, Andrew M. Colman and Paulo A. Aleixo

Abstract

An experiment on selective exposure and context effects on memory for TV advertisementsThis study focused on the influence of selective exposure within an experiment designed to investigate context effects on advertising effectiveness. In a semi-natural viewing environment, 86 participants chose one of four television programmes to view. The programmes belonged to diverse genres: news and current affairs, light entertainment, sport, and action-adventure. Each programme was interrupted by two commercial breaks containing unfamiliar advertisements for familiar product types. Self-rated involvement, entertainment, and enjoyment of programmes correlated positively with subsequent measures of memory for and responses to the advertisements. The results support the hypothesis that the operation of selective exposure within an experimental situation may result in positive relationships between predictor variables and measures of advertisement effectiveness

Topics: selective exposure, context effect, advertising effectiveness
Publisher: Applied Cognitive Psychology
Year: 2003
OAI identifier: oai:lra.le.ac.uk:2381/3983

Suggested articles

Citations

  1. (1981). 13). Should ads be tested? Advertising Age,
  2. (1992). 17). Attention seekers. Media Week,
  3. (1992). A power primer. doi
  4. (1977). Age differences in human memory.
  5. (1989). An empirical examination of the structural antecedents of attitude toward the ad in and advertising pretesting context. doi
  6. (1987). Attention to program context in a natural viewing environment: Effects on memory and attitudes toward commercials. Paper presented at the Association for Consumer Research,
  7. (1984). Audience involvement in advertising: Four levels. doi
  8. (1990). Cognitive and affective priming effects of the context for print advertisements. doi
  9. (1985). Commercial complexity and local and global involvement in programs: Effects on viewer response.
  10. (2001). Context effects of cognitively involving, entertaining and enjoyable television programmes on two types of advertisements.
  11. (1996). Context effects of radio programming on cognitive processing of embedded advertisements. doi
  12. (1993). Context effects on memory for television advertisements. Social Behaviour and Personality, doi
  13. (1992). Context effects on recall and recognition of magazine advertisements. doi
  14. (1991). CPMs versus CPMIs: Implications for media planning.
  15. (1985). Differences in human memory with aging: Nature, causes, and clinical implications.
  16. (1958). Do today’s programs provide the wrong commercial climate?
  17. (1994). Effects of entertainment and enjoyment of television programmes on perception and memory for advertisements. Social Behaviour and Personality, doi
  18. (1986). Effects of over-time measures of viewer liking and activity during programs and commercials on memory for commercials. In
  19. (1985). Effects of program context on the processing of television commercials. In
  20. (1998). Effects of programme context on memory for humorous television commercials. doi
  21. (1985). Effects of scheduling on retention of advertising messages. doi
  22. (1989). Effects programme context on recall and recognition of television advertisements. Unpublished Report to the Independent Broadcasting Authority,
  23. (1971). How program environment affects TV commercials.
  24. (1963). Induced moods and attitudes toward products.
  25. (1972). Levels of processing: A framework for memory research. doi
  26. (1981). Memory and aging: The role of retrieval processes. doi
  27. (1985). Message complexity and attention to television. doi
  28. (1963). Must reading about HTI and TVQ.
  29. (1984). Program impact and program appeal: Qualitative ratings and commercial effectiveness. In-house paper,
  30. (1986). Program impact on attitude toward TV commercials. In
  31. (1978). Psychometric theory.
  32. (1994). Putting ads in context: How television programmes affect viewers’ reactions to ads.
  33. (1965). Recall of TV commercials by time and program slot.
  34. (1981). Response to commercials as a function of program context.
  35. (1974). Setting TV advertising in context: Research Bureau limited. In-house paper,
  36. (1983). Television program interest and commercial interruption: Are commercials on interesting programs less effective?
  37. (1956). Television program selection, liking for television programs, and levels of attention given to television by housewives.
  38. (1978). The effect of positioning a message within differentially cognitively involving portions of a television segment on recall of the message. doi
  39. (1986). The effect of TV program involvement on involvement with commercials.
  40. (1979). The impact of program environment on recall of humorous television commercials. doi
  41. (1990). The influence of viewing context on commercial effectiveness: a selection processing model.
  42. (1987). The influence of viewing context on commercial effectiveness: A selection-processing model.
  43. (1990). The mediating role of attitude toward the ad: Some additional evidence. doi
  44. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. doi
  45. (1988). The Super Bowl: An investigation into the relationship among program context, emotional experience, and ad recall. doi
  46. (1983). The use of qualitative evaluation: Problems, pitfalls and potentials. Paper presented at the National Advertisers’ National Association Television Workshop,
  47. (1971). TV commercial recall correlates.

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