In the mood for a commercial break? A model of consumer response to television commercials during sensitive news

Anca C. Micu, Esther Thorson and Michael Antecol
Additional contact information
Anca C. Micu: Sacred Heart University
Esther Thorson: Missouri School of Journalism
Michael Antecol: Pollara, Inc.

Management & Marketing, 2009, vol. 4, issue 3

Abstract: Marketers decided to pull over $100 million worth of commercials from network, cable, local and syndicated TV outlets on the United States market in the first 48 hours of the 2003 Iraq war. Given this loss to advertisers and media, we looked at how consumers respond to commercials during wartime. Would they change their attitude towards products that are advertised during war coverage? Would they consider advertising during such coverage inappropriate? Consistent with previous mood theory study findings, the results suggest a positive relationship between the mood generated by the interest in the program content and support for advertisements during the program. We also found that factors influencing the mood induced by war coverage were support for the President’s decisions and for the war. These findings open the door to a completely new line of research on attitudes towards media contents. Future research could explore the relationship between political ideology of viewers and their mood when watching sensitive news content.

Keywords: advertising context; attitude toward commercials; interest in program content; mood theory; news. (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.managementmarketing.ro/pdf/articole/149.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eph:journl:v:4:y:2009:i:3:n:3

Access Statistics for this article

Management & Marketing is currently edited by Constantin Bratianu

More articles in Management & Marketing from Economic Publishing House
Bibliographic data for series maintained by Simona Vasilache ().