[PDF] The Role Of Affective Responses Creative Executions And Viewer Characteristics In Mediating Viewers Reactions To Direct Response Tv Commercials eBook

Author :
Publisher :
Page : 1104 pages
File Size : 49,57 MB
Release : 1991
Category : Dissertations, Academic
ISBN :

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Abstracts of dissertations available on microfilm or as xerographic reproductions.

Author : Alvin J Silk
Publisher : Legare Street Press
Page : 0 pages
File Size : 13,9 MB
Release : 2022-10-27
Category :
ISBN : 9781018600628

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This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.

Author : Patricia Cafferata
Publisher : Free Press
Page : 440 pages
File Size : 22,84 MB
Release : 1989
Category : Business & Economics
ISBN :

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Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.

Author : Jennings Bryant
Publisher : Routledge
Page : 491 pages
File Size : 33,34 MB
Release : 2013-11-05
Category : Language Arts & Disciplines
ISBN : 1136690905

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This volume takes the next step in the evolution of mass communication research tradition from effects to processes -- a more detailed and microanalytical analysis of the psychological processes involved in receiving and reacting to electronic media messages. This domain includes investigations into those psychological processes that occur between the process of selecting media messages for consumption and assessments of whatever processes mediate the long-term impact such message consumption may have on consumers' subsequent behavior. The editors strive to further understanding of some of the basic processes underlying the ways we gain entertainment and information.

Author : Cathi C. Wilson
Publisher :
Page : 320 pages
File Size : 34,86 MB
Release : 2003
Category : Advertising, Political
ISBN :

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This investigation assessed viewers' affective responses to negative political campaign television advertisements containing no music, congruent music, and incongruent music. Musical characteristics of the congruent music corresponded to the negative tone of the selected ads, while for the incongruent condition the paired music possessed qualities traditionally associated with positive emotion. Participants' descriptions of the music contained in the ads were also of interest. Three intact classes of undergraduate students enrolled in an introductory sociology class (N = 286) watched three different 30-second negative campaign ads, one with no music, one with congruent music, and one with incongruent music. Dependent variables were scores of participants' feelings about the ads, indicated by writing a number from 0-100 based on a "feeling thermometer" scale, and participants' open-ended comments about the music that they could recall from the ads. Friedman nonparametric analysis of variance tests were used to analyze the affective response data. For two of the three groups, significant differences were found, with the incongruent music condition (positive music/negative ad content) rated the most positive. No significant effects were found for participants' gender, age, major, political party, strength of party affiliation, or years of musical experience. The 286 participants generated a total of 1,052 open-ended comments about the music. Results of a content analysis of these responses are included.

Author : Stuart Agres
Publisher : Praeger
Page : 424 pages
File Size : 27,62 MB
Release : 1990-12-30
Category : Business & Economics
ISBN :

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Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.