RT Journal Article
SR Electronic
T1 How Do Consumers Respond To Storylines in Television Advertisements?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 51
OP 61
DO 10.2501/JAR-55-1-051-061
VO 55
IS 1
A1 Burton, Jennifer L.
A1 McAlister, Leigh
A1 Hoyer, Wayne D.
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/1/51.abstract
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.