How Do Consumers Respond To Storylines in Television Advertisements?
研究通过主成分分析消费者对电视广告的实时情感反应，揭示不同反应模式与广告故事情节及事后评价的关联。
<h3>ABSTRACT</h3> Marketers and advertisers long have searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers9 moment-to-moment affective responses to television advertisements. The current study examined consumers9 moment-to-moment advertisement evaluations by applying a form of principal-components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the advertisement9s storyline. Application of this technique revealed a consistent principal-component structure across a sample of advertisements and demonstrated a link between each principal component and consumers9 retrospective advertisement and brand evaluations.