CONCERN FOR APPROPRIATENESS AND AD CONTEXT EFFECTS

Are some people more sensitive than others to ad context effects? Rece ntly, it has been shown that certain types of people are particularly sensitive to situational cues in social contexts. Such people vary how they behave according to the social context because they are highly c oncerned with social appropriateness. Is it possible that such people are also highly sensitive to mass communication contexts? In this rese arch an experiment is performed to determine if such people are more s ensitive than others to a highly inappropriate ad context. The results show that they are. Implications for persuasive communications are di scussed. (C) 1997 John Wiley & Sons, Inc.