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The Effects of Involvement, Message Appeal, and Viewing Conditions on Memory and Evaluation of TV Commercials.
| Content Provider | Semantic Scholar |
|---|---|
| Author | Nowak, Glen J. Thorson, Esther |
| Copyright Year | 1986 |
| Abstract | An information processing model that incorporates the concepts of episodic and semantic memory is developed and tested. Unlike previous single-variable paradigms, the episodic-semantic model attempts to provide a theoretical framework that allows for the concurrent study of three important advertising and communication variables: product involvement, message appeal, and distraction in viewing conditions. Five hypotheses are generated from the model and tested. Results indicate that product involvement enhances memory and evaluation of commercials, that nositive emotional message appeals enhance evaluation, and that distraction harms both memory and evaluation. Significant interactions were found for product involvement and message appeal. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://files.eric.ed.gov/fulltext/ED270821.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
