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