Danbury, A. and Mortimer, K. (2011) Affective involvement in advertising effectiveness: implications for interpretation of print advertisements. Paper presented to: 10th International Conference on Research in Advertising (ICORIA 2011), Berlin, 23-25 June 2011. (Unpublished)
- Information
Information
Abstract:
The purpose of this study is to examine the impact that affective dimensions of involvement have on the decoding process of print advertisements. The results from a factorial experiment using advertisements for two types of product, credit cards and chocolate bars, indicate that outcomes of the decoding process are predominantly influenced by affective dimensions of involvement, such as interest and pleasure, in a low involvement situation. This affective involvement has a strong relationship with likeability of the advertisement. However the relationship between comprehension and likeability is less straightforward and seems to be linked to beliefs about the advertisement.
Subjects:
Creators:
Danbury, A. and Mortimer, K.
Faculties, Divisions and Institutes:
University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
University Faculties, Divisions and Research Centres - OLD > Research Centre > China and Emerging Economies Centre
Research Centres > China and Emerging Economies Centre
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Research Centres > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
University Faculties, Divisions and Research Centres - OLD > Research Centre > China and Emerging Economies Centre
Research Centres > China and Emerging Economies Centre
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Research Centres > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date:
2011
Date Type:
Presentation
Event Title:
10th International Conference on Research in Advertising (ICORIA 2011)
Event Dates:
23-25 June 2011
Event Location:
Berlin
Event Type:
Conference
Status:
Unpublished
Refereed:
Yes
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