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首页> 外文期刊>Journal of Business Research >Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing
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Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing

机译：跨广告情感：广告和消费者的处理方式之间的相似性对广告处理的影响

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摘要

Due to the increasing brand and product parity and the soaring volume of advertising, not only may products be increasingly similar, but commercials for products may become similar as well. Moreover, commercials frequently appear closely together in pods within and between programs, increasing the likelihood that they influence each other. The question thus becomes if and how the various commercials in pods and their affectivity "cross" influence each other, and what the influence of the similarity between commercials is on advertising processing and effectiveness. Extending assimilation-contrast theory, we find substantial context effects of the ad sequence in the affective reactions elicited by commercials presented in the same pod. The importance of the similarity between commercials as perceived by consumers, and of the interaction between this similarity and the consumers' processing modes during ad exposure are demonstrated. The findings contribute to a better understanding of context effects due to the sequence in which ads appear, and of the role of ad similarity.
机译：由于品牌和产品平价的增加以及广告量的猛增，不仅产品可能越来越相似，而且产品的商业广告也可能变得相似。此外，广告经常在节目内和节目之间的豆荚中紧密地出现在一起，从而增加了它们相互影响的可能性。因此，问题就变成了豆荚中的各种商业广告以及它们的情感“交叉”是否相互影响，以及如何相互影响，以及商业广告之间的相似性对广告处理和有效性的影响如何。扩展同化对比理论，我们发现广告序列在同一广告连播中通过广告引发的情感反应中具有实质性的上下文效应。证明了消费者所感知的商业广告之间相似性的重要性，以及在广告曝光期间这种相似性与消费者的处理方式之间相互作用的重要性。由于广告出现的顺序以及广告相似性的作用，这些发现有助于更好地理解上下文效应。

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