PT - JOURNAL ARTICLE AU - Jennifer L. Burton AU - Leigh McAlister AU - Wayne D. Hoyer TI - How Do Consumers Respond To Storylines in Television Advertisements? AID - 10.2501/JAR-55-1-051-061 DP - 2015 Mar 01 TA - Journal of Advertising Research PG - 51--61 VI - 55 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/55/1/51.short 4100 - http://www.journalofadvertisingresearch.com/content/55/1/51.full SO - J Advert Res2015 Mar 01; 55 AB - 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 consumers' moment-to-moment affective responses to television advertisements. The current study examined consumers' 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 advertisement's 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 consumers' retrospective advertisement and brand evaluations.