Program Involvement: Are Moderate Levels Best for Ad Memory and Attitude toward the Ad?
实验发现，观众对电视节目的卷入度从低到中等增加时，广告记忆和态度提升；但从中等到高增加时，两者反而下降，呈倒U型关系。
An experiment found that viewer involvement with a television program has a positive effect on ad memory and attitude toward the ad (Aad) as program involvement increases from low to moderate levels. However, further increases in program involvement beyond moderate to high levels lead to decreases in ad memory and Aad. This inverted-U relationship between program involvement and ad memory and Aad is explained by theories of arousal and has several implications for the slotting and design of commercials.