TY - JOUR T1 - How Do Consumers Respond To Storylines in Television Advertisements? JF - Journal of Advertising Research JO - J Advert Res SP - 51 LP - 61 DO - 10.2501/JAR-55-1-051-061 VL - 55 IS - 1 AU - Jennifer L. Burton AU - Leigh McAlister AU - Wayne D. Hoyer Y1 - 2015/03/01 UR - http://www.journalofadvertisingresearch.com/content/55/1/51.abstract N2 - 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. ER -