RT Journal Article
SR Electronic
T1 Hedonic Contamination of Entertainment
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 38
OP 52
DO 10.2501/JAR-2017-012
VO 57
IS 1
A1 Cristel Antonia Russell
A1 Dale Russell
A1 Andrea Morales
A1 Jean-Marc Lehu
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/1/38.abstract
AB These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment. Study 1 showed that exposure to in-theater commercials led to more negative attitudes toward product placements in the feature movie and reduced overall enjoyment of the movie. Study 2 implemented an eye-tracking experiment showing that advertising exposure increased eye fixations on product placements in a subsequent television episode. Study 3 identified the activation of persuasion knowledge as the underlying process driving hedonic contamination. The collective results suggest new research directions for understanding the interplay between advertising exposures and how consumers respond to subsequent entertainment content and marketing messages.