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Hedonic Contamination of Entertainment

How Exposure to Advertising in Movies and Television Taints Subsequent Entertainment Experiences

Cristel Antonia Russell, Dale Russell, Andrea Morales, Jean-Marc Lehu
DOI: 10.2501/JAR-2017-012 Published 1 March 2017
Cristel Antonia Russell
American University, Washington, DC,
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  • For correspondence: russell@american.edu
Dale Russell
Uniformed Services University,
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  • For correspondence: dale.russell@usuhs.edu
Andrea Morales
Arizona State University,
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  • For correspondence: acmorales@asu.edu
Jean-Marc Lehu
Université Paris 1, Panthéon-Sorbonne
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  • For correspondence: jmlehu@orange.fr
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ABSTRACT

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.

Footnotes

  • AUTHORS' NOTE

    The views expressed are those of the authors and do not reflect the official policy or position of the U.S. Government, the U.S. Department of Defense, or the Uniformed Services University. This research was supported by Grant T32 AA014125 from the National Institutes of Health to Dale Russell.

  • © Copyright 2017 The ARF. All rights reserved.
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Vol 57 Issue 1

Journal of Advertising Research: 57 (1)
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Hedonic Contamination of Entertainment
Cristel Antonia Russell, Dale Russell, Andrea Morales, Jean-Marc Lehu
Journal of Advertising Research Mar 2017, 57 (1) 38-52; DOI: 10.2501/JAR-2017-012

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Hedonic Contamination of Entertainment
Cristel Antonia Russell, Dale Russell, Andrea Morales, Jean-Marc Lehu
Journal of Advertising Research Mar 2017, 57 (1) 38-52; DOI: 10.2501/JAR-2017-012
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • THEORETICAL FRAMEWORK
    • STUDY 1: CINEMA FIELD STUDY
    • STUDY 2: EYE-TRACKING LABORATORY STUDY
    • STUDY 3: PERSUASION-KNOWLEDGE ACTIVATION AS AN UNDERLYING EXPLANATION
    • GENERAL DISCUSSION
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