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Program content and advertising effectiveness: A test of the congruity hypothesis for cognitive and affective sources of involvement
Author(s) -
Celuch Kevin G.,
Slama Mark
Publication year - 1993
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/mar.4220100404
Subject(s) - psychology , test (biology) , cognition , content (measure theory) , social psychology , advertising , cognitive psychology , mathematical analysis , paleontology , mathematics , neuroscience , business , biology
It has been suggested by McClung, Park, and Sauer (1985) that television ads will be more effective if the source of involvement in the ad (cognitive or affective) matches the source of involvement in the program in which the ad is embedded. This research employed a two‐factor experimental design in which cognitively involving ads and affectively involving ads were viewed in cognitively and affectively involving programs. Congruency between the sources of program and ad involvement did not produce greater ad effectiveness than did incongruence. The programs did, however, influence ad effectiveness. © 1993 John Wiley & Sons, Inc.