Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity
研究电视和印刷广告中，广告风格与情境风格的一致性以及情境欣赏程度如何影响消费者对广告的态度和回忆，发现低卷入者偏好一致情境，高卷入者偏好对比情境。
Abstract Abstract Humorous, warm, and rational television and print advertisements are tested in similar television and print contexts. The impact of ad style / context style congruency and context appreciation on the attitude toward the ad and recall was studied. Results show that low involvement persons perceived ads embedded in a congruent context as clearer and more likable. High involvement persons perceived ads embedded in a contrasting context as having a higher likeability and clarity. Ads shown in a highly appreciated television or print context resulted in a more positive attitude toward the ad. As opposed to a print environment, in a television context, ad content and brand recall were positively influenced by a positively appreciated context.