Consumers Prefer Television Ads With Dance; Researching the Effects of Dance on Consumer Behavior

Carla Walter, Missouri Southern State University, USA
Loay Altamimi, University of Savoie, France
The purpose of this research was to explore consumers and their relationship with advertisements using dance as a nonverbal communication method; evaluate international differences between ad preferences; and explore the effects dance has on consumer behavior. Respondents (n=101) were surveyed in the United States and France in two separate phases. The surveys were built upon interpretive dance theory and conducted using proprietary web-based software Sphinx PlusĀ² - Edition Lexica-V5. Dance communicated information as argued, with international differences. Moreover, 67% of respondents preferred ads with dance in them, and the highly significant preference influenced behavior. Dance provided entertainment, a favorable distraction, and hedonic feelings.
[ to cite ]:
Carla Walter and Loay Altamimi (2010) ,"Consumers Prefer Television Ads With Dance; Researching the Effects of Dance on Consumer Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 921-922 .