Preliminary comparison of continuous versus noncontinuous programming and attitude toward and recall of advertisements

Date

2006-04-01

Author

Akyamac, Orkide
Öner Özkan, Bengi

Metadata

Show full item record

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Item Usage Stats

85
views

0
downloads

Need for continuity of a television program was assessed with attitude toward and recall of advertisements. The program continuity was manipulated experimentally by presenting one music video program as Top 10 (continuous) or as Regular (discontinuous) format. General attitude toward commercials and the belief in advertisement-product realism were investigated through the commercials with continuous and discontinuous formats of the same program. Data were gathered from undergraduates (23 men and 68 women) whose mean age was 20.2 yr. (SD=25). Analyses indicated continuity was not related to their attitude towards embedded commercials but was associated with their recall. Implications were discussed.

Subject Keywords

Commercıals, Context, Involvement

URI

https://hdl.handle.net/11511/48530

Journal

PSYCHOLOGICAL REPORTS

DOI

https://doi.org/10.2466/pro.98.2.355-366

Collections

Department of Psychology, Article

Suggestions

OpenMETU
Core

A Graph based collaborative and context aware recommendation system for TV programs Şamdan, Emrah; Çiçekli, Fehime Nihan; Department of Computer Engineering (2014) With the increasing amount of TV programs and the integration of broadcasting and the Internet with smart TV’s, users suffer the difficulty of selecting the most appealing TV programs among various different programs available. User decisions are mostly affected by the contextual properties of programs such as the time of day, genre, actors and directors of program. This thesis proposes the design, development and evaluation of a graph based context-aware collaborative recommender system for TV programs. Th...
The Effect of program continuity on memory for and attitude toward advertisements Akyamaç, Orkide Deniz; Öner, Bengi; Department of Psychology (2002) his study aimed to find out the effect of program continuity on the attitude toward and memory for advertisements. In the present study, program continuity was manipulated experimentally, by using the very same music program as either top 10 (continuous) or as regular (discontinuous). In the light of Kennedy's (1971) proposition that audience drive for closure (desire to end the program) would interfere with memory for commercial material, it was hypothesized that advertisements embedded in a continuous pro...
Modeling the college application decision process in a land-grant university DesJardins, SL; Dundar, H; Hendel, DD (1999-02-01) Over the past two decades as student recruitment has become increasingly important, numerous studies have examined the college choice process in an attempt to identify factors influencing students' decision making. The findings from these studies are particularly helpful for college administrators in identifying a potential pool of desirable students and in implementing new recruitment techniques. In this study we used a logistic regression model to investigate the effects of variables relating student char...
A fast method for animated TV logo detection Esen, Ersin; Soysal, Medeni; Ates, Tugrul K.; Saracoglu, Ahmet; Alatan, Abdullah Aydın (2008-06-20) As a recent trend some TV stations prefer to use animated logos, therefore the detection of the presence of an animated TV logo emerges as a new requirement for certain applications. In this paper we present a novel method for the detection of animated television logos in real-time. The main idea is to handle all frames of the animated logo in a unified manner. For this purpose a unified logo boundary representation is utilized. In the training stage, the boundaries of the animated logo from each frame are ...
A Daily Diary Investigation of the Link Between Television Watching and Positive Affect Bayraktaroglu, Deniz; GÜNAYDIN, GÜL; Selçuk, Emre; Ong, Anthony D. (Springer Science and Business Media LLC, 2019-04-01) Past research has shown a negative relationship between time spent watching television (TV) and several indicators of hedonic well-beingincluding positive affect (PA). However, cross-sectional designs employed in most of these studies do not allow for inferences regarding the direction of the link between TV watching and PA. Present research aimed to address this gap by using daily diary data from a large national sample of U.S. adults (N=1668, age=33-83years). Respondents reported time spent watching TV as...

Citation Formats

O. Akyamac and B. Öner Özkan, “Preliminary comparison of continuous versus noncontinuous programming and attitude toward and recall of advertisements,” PSYCHOLOGICAL REPORTS, pp. 355–366, 2006, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/48530.