The Role of Activation in Advertising

Yael Steinhart, University of Haifa, Israel
This research examines the direct and indirect effects of activation, which is defined as engaging in physical action in order to reveal the conveyed message, on advertisement evaluations and product attitudes. Findings reveal that when the action is highly compatible with the message, ad processing is facilitated and ad and product evaluations are enhanced. However, when the action is less compatible with the advertisement message, activation impairs both evaluations. Implications of these findings for advertising are discussed.
[ to cite ]:
Yael Steinhart (2010) ,"The Role of Activation in Advertising", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 631-631 .