Consumers’ Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context:
Abstract
This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers...
Paper Details
Title
Consumers’ Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context:
Published Date
Mar 1, 2015
Journal
Volume
79
Issue
2
Pages
1 - 18
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Notes
History