Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Thomas J Olney, Morris B Holbrook and Rajeev Batra

Journal of Consumer Research, 1991, vol. 17, issue 4, 440-53

Abstract: This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to explain a simulated behavioral measure of attention to television commercials--that of channel switching (zapping) and fast-forwarding through ads on prerecorded programs (zipping). In addition, the study demonstrates a chain of effects from the content of television ads, through emotional reactions and attitude toward the ad, to actual viewing behaviors. Copyright 1991 by the University of Chicago.

Date: 1991
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:17:y:1991:i:4:p:440-53

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