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Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement

Effects of varying involvement level within a television program on recall of cognitive versus... PurposeThis study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program.Design/methodology/approachTwo studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests.FindingsThe influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high.Practical implicationsResults indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions.Originality/valueWhen the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement

Soni, Mayank Jyotsna
Journal of Consumer Marketing , Volume 34 (4): 11 – Jun 12, 2017
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References (56)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/JCM-09-2015-1532
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program.Design/methodology/approachTwo studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests.FindingsThe influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high.Practical implicationsResults indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions.Originality/valueWhen the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 12, 2017

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