THE EFFECTS OF COGNITIVE AND AFFECTIVE PROGRAM INVOLVEMENT ON COGNITIVE AND AFFECTIVE AD INVOLVEMENT

Advertisers attempt to create ads which gain the attention and involve ment of their audience. These advertisements may be primarily cognitiv ely or affectively involving. Similarly the programs in which the ads are embedded may be primarily cognitively or affectively involving. Do es the type of program involvement affect involvement with ads? Buildi ng on previous research (McClung, Park and Sauer 1985; Park and McClun g 1986) a study is presented which suggests that cognitive involvement in ads (particularly cognitive ads) suffers from an overload effect w hen the ads are placed in cognitively involving programs while affecti ve involvement in ads is enhanced by a priming effect when the ads are placed in affectively involving programs.