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Concern for appropriateness and ad context effects
Author(s) -
Celuch Kevin,
Slama Mark,
Schaffenacker Susan
Publication year - 1997
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199701)14:1<19::aid-mar2>3.0.co;2-r
Subject(s) - psychology , situational ethics , context (archaeology) , social psychology , social environment , context effect , cognitive psychology , sociology , social science , paleontology , linguistics , philosophy , word (group theory) , biology
Are some people more sensitive than others to ad context effects? Recently, it has been shown that certain types of people are particularly sensitive to situational cues in social contexts. Such people vary how they behave according to the social context because they are highly concerned with social appropriateness. Is it possible that such people are also highly sensitive to mass communication contexts? In this research an experiment is performed to determine if such people are more sensitive than others to a highly inappropriate ad context. The results show that they are. Implications for persuasive communications are discussed. © 1997 John Wiley & Sons, Inc.