Advertising : The Effect Of Ad Content, Emotions, And Attitude Toward The Ad On Viewing Time

1268 Words Jun 8th, 2016 null Page
31. Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440–453.

The researchers observed a changing in advertising objectives from behaviors (sales) to affect (changing attitudes towards brand) to cognition (influencing consumers’ beliefs) to attention or exposure (influencing readership). The study wants to examine the mediating roles of effects in which how advertising content could influences emotions and attitude and the viewing time. The research conduct a sample of 150 ads, the study developed and tested a hierarchy model of advertising effects on viewing time. It has demonstrated that a chain effects present from the content of tv ads, through the emotional reactions and attitude toward ad, to the actual viewing behaviors.

32. Pikas, B., & Sorrentino, G. (2014). The effectiveness of online advertising: Consumer’s perceptions of ads on Facebook, Twitter and Youtube. The journal of applied business and economic, 16(4), 70-81.

This study focus on online advertising (Facebook, Youtube, and Twitter) and their effectiveness. A questionnaire is develop with a sample of 388 useable responses of which 64.4% were female and 36.6% were make. A variety of academic majors and professional occupations of all ages were represented. For the survey, the researchers find out consumers of all ages and demographics are spending a…

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