PT  - JOURNAL ARTICLE
AU  - Marjolein Moorman
AU  - Peter C. Neijens
AU  - Edith G. Smit
TI  - The Effects of Program Responses on the Processing of Commercials Placed at Various Positions in the Program and the Block
AID  - 10.1017/S0021849905050105
DP  - 2005 Mar 01
TA  - Journal of Advertising Research
PG  - 49--59
VI  - 45
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/45/1/49.short
4100  - http://www.journalofadvertisingresearch.com/content/45/1/49.full
SO  - J Advert Res2005 Mar 01; 45
AB  - The aim of this study was to test if valence and intensity dimensions of responses to general programming affect commercial processing in everyday life. Results from analyses on data from a large telephone survey showed that indicators of program-induced valence and intensity significantly affected several advertising processing measures. Intensity had a positive impact on measures of attention and recall, while valence was positively related to attitude toward the advertisement. Next, we investigated the moderating influences of variations in commercial placement on these relations. We found that effects of intensity and valence on commercial processing were stronger for interrupting blocks than shoulder blocks. However, the position of the commercial within the block did not have an impact on these carryover effects.