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.

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

D. Bettiga;P. Reali;DELLE DONNE, ALESSANDRO;CAMASSA, ALESSANDRA;FRANCIOSINI, ANGELO
2017-01-01

Abstract

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.
2017
Atti del Convegno AiIG 2017
halo effect; neuroscience; advertisement; branding; television programs
File in questo prodotto:
File Dimensione Formato  
47_Halo-effect-of-television-programs-on-brand-advertisement.pdf

Accesso riservato

Descrizione: articolo principale
: Publisher’s version
Dimensione 333.72 kB
Formato Adobe PDF
333.72 kB Adobe PDF   Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/1038591
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact