Halo effect of television programs on brand advertisement: a neuroscience research

Understanding the factors driving consumers’ perceptions and reactions toward television advertisement is a challenging undertaking. This research aims to explore the influence of the television content on television advertisement, by analysing consumer cognitive and affective reactions toward advertising messages displayed inside different television programs. A laboratory experiment, investigating consumers physiological responses of arousal, pleasure, attention and memorization has been conducted. Self-reported methods have been used to complement such analysis. Results confirm that television content influences both the values associated and the consumer cognitive and affective reactions toward advertisement and that this effect is moderated by the typology of television content. Managerial and academic implications are provided.