Attention versus Distraction: The Interactive Effect of Program Involvement and Attentional Devices on Commercial Processing
通过两个实验，研究了电视节目卷入度与广告中戏剧性注意力装置如何交互影响观众对广告信息的思考，揭示了节目卷入度背后的认知过程及其与信息、受众特征的交互性质。
Abstract Viewer processing of television commercials is influenced by an affective triad of viewer involvement; that is, involvement in a particular program interacts with both the viewer's involvement in the advertising message and with the ad's inherent attention-engaging capacity. Two experiments were conducted to test hypotheses relevant to this theory; the results support the assertion that both program involvement and dramatic attentional devices used in television advertisements, based on their interaction with one another and with viewers' processing motivation, have the capacity to enhance or hinder the generation of viewer thoughts relevant to ad messages. Building on prior studies, this research reveals some of the cognitive processes underlying program involvement as well as demonstrating the interactive nature of that construct in terms of message and audience characteristics.