Talking About the Ad Vs. Talking About the Product: What Works and When

Rashmi Adaval, Hong Kong University of Science and Technology, China
Maria Galli, Hong Kong University of Science and Technology, China
Robert S. Wyer, Chinese University of Hong Kong, China
Watching a TV commercial with the goal of forming an impression of a product leads to higher product evaluations if there is a tendency to process information verbally rather than visually. The reverse is true, however, when the goal in watching the commercial is to describe it to someone else.
[ to cite ]:
Rashmi Adaval, Maria Galli, and Robert S. Wyer (2012) ,"Talking About the Ad Vs. Talking About the Product: What Works and When", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 829-829.