PROGRAM INVOLVEMENT - ARE MODERATE LEVELS BEST FOR AD MEMORY AND ATTITUDE TOWARD THE AD

Authors
TAVASSOLI NT SHULTZ CJ FITZSIMONS GJ
Citation
Nt. Tavassoli et al., PROGRAM INVOLVEMENT - ARE MODERATE LEVELS BEST FOR AD MEMORY AND ATTITUDE TOWARD THE AD, Journal of advertising research, 35(5), 1995, pp. 61-72
Citations number
43
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising research → ACNP
ISSN journal
00218499
Volume
35
Issue
5
Year of publication
1995
Pages
61 - 72
Database
ISI
SICI code
0021-8499(1995)35:5<61:PI-AML>2.0.ZU;2-7
Abstract
An experiment found that viewer involvement with a television program has a positive effect on ad memory and attitude toward the ad (A(ad)) as program involvement increases from low to moderate levels. However, further increases in program involvement beyond moderate to high leve ls lead to decreases in ad memory and A(ad). This inverted-U relations hip between program involvement and ad memory and A(ad) is explained b y theories of arousal and has several implications for the slotting an d design of commercials.