Arousal and Advertising Effectiveness
Journal of Advertising, Vol. 16, No. 1 (1987), pp. 4-10+40
Posted: 21 Apr 2016
Date Written: 1987
Abstract
This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can influence the learning of, and attitudes and behavior toward, the commercials embedded in the programs.
Suggested Citation: Suggested Citation
Singh, Surendra and Churchill, Gilbert, Arousal and Advertising Effectiveness (1987). Journal of Advertising, Vol. 16, No. 1 (1987), pp. 4-10+40, Available at SSRN: https://ssrn.com/abstract=2767772
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