Double-Dipping Effect? How Combining YouTube Environmental PSAs With Thematically Congruent Advertisements in Different Formats Affects Memory and Attitudes

Volume: 15, Issue: 1, Pages: 2 - 15
Published: Jan 2, 2015
Abstract
An online experiment (N = 303) explored the effects of ad-video thematic congruence and ad format on recall and recognition for and attitudes toward persuasive environmental videos and paid commercials on YouTube. Pairing YouTube videos with congruent advertisements enhanced recall for both messages and recognition for advertisements. Congruent in-stream commercials were the strongest in affecting recognition of advertising contents. A negative...
Paper Details
Title
Double-Dipping Effect? How Combining YouTube Environmental PSAs With Thematically Congruent Advertisements in Different Formats Affects Memory and Attitudes
Published Date
Jan 2, 2015
Volume
15
Issue
1
Pages
2 - 15
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