The effects of pleasure and arousal on recall of advertisements during theSuper Bowl

Authors
Newell, SJ Henderson, KV Wu, BT
Citation
Sj. Newell et al., The effects of pleasure and arousal on recall of advertisements during theSuper Bowl, PSYCHOL MAR, 18(11), 2001, pp. 1135-1153
Citations number
59
Categorie Soggetti
Psycology
Journal title
PSYCHOLOGY & MARKETING
ISSN journal
07426046 → ACNP
Volume
18
Issue
11
Year of publication
2001
Pages
1135 - 1153
Database
ISI
SICI code
0742-6046(200111)18:11<1135:TEOPAA>2.0.ZU;2-3
Abstract
This study investigates whether pleasure and arousal levels of viewers watc hing a sports program affect advertisement recall. The results suggest that programs that evoke strong emotional reactions, such as the Super Bowl, ma y inhibit the recall of advertisements and brands. Specifically, these find ings seem to support the Intensity (arousal) theory and may have important implications for advertisers who promote their products or services on spor ts-related event programming. (C) 2001 John Wiley & Sons, Inc.