Effects of emotion and product involvement on the experience of repeated commercial viewing
Effects of emotion and product involvement on the experience of repeated commercial viewing
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情感和产品参与对重复商业观看体验的影响
DOI：
10.1080/08838159509364313
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发表时间：
1995
期刊：
影响因子：
--
通讯作者：
E. Thorson
中科院分区：
文献类型：
--
作者：
J. Hitchon;Annie Lang;E. Thorson
人们在看电视时的观看体验强度预计会增强对商业广告的回忆，并使商业广告在多次曝光后不易受到负面态度变化的影响。两个变量的影响，商业诱导的情绪和产品的参与，在一个实验中，人们观看了一个小时的节目和嵌入式广告连续四天。测试在第四次会议后进行;在此期间，广告重复了2到12次。概括地说，研究结果表明，情感诉求和产品参与的品牌名称回忆，态度和购买意愿有良好的影响。结果进行了讨论，他们的管理和社会影响。
The intensity of the viewing experience people have while watching television was expected to enhance recall of commercials and also to render commercials less vulnerable to negative attitude change over multiple exposures. The effects of two variables, commercial induced emotion and product involvement, were tested in an experiment where people watched one hour of programming and embedded commercials on four consecutive days. Testing occurred after the fourth session; ads were repeated from two to 12 times during this time period. Broadly stated, findings indicate that emotional appeals and product involvement have favorable effects on brand name recall, attitudes, and purchase intention. Results are discussed with regard to their managerial and social implications.