When Does Television Programming Affect Consumer Attitudes Towards an Advertised Product?: Explaining Context Effects Using the Elaboration Likelihood Model

David W. Schumann, University of Tennessee
ABSTRACT - With the growth of the television industry in general, the ever increasing number of cable stations, and the staggering cost of television advertising, the relationship between the program and the commercial has become a topic of increasing concern to the marketing and advertising disciplines, How does the context in which a commercial appears, affect the influence an advertisement has on the consumer? Research interest in this topic has grown steadily yet many questions remain unanswered. This paper provides a review of the marketing research concerning context effects, and proposes the use of the Elaboration Likelihood Model (Petty & Cacioppo, 1979, 1981) as a theoretical basis for explaining an important segment of the reported findings.
[ to cite ]:
David W. Schumann (1986) ,"When Does Television Programming Affect Consumer Attitudes Towards an Advertised Product?: Explaining Context Effects Using the Elaboration Likelihood Model", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 671.

Advances in Consumer Research Volume 13, 1986      Page 671

WHEN DOES TELEVISION PROGRAMMING AFFECT CONSUMER ATTITUDES TOWARDS AN ADVERTISED PRODUCT?: EXPLAINING CONTEXT EFFECTS USING THE ELABORATION LIKELIHOOD MODEL

David W. Schumann, University of Tennessee

ABSTRACT -

With the growth of the television industry in general, the ever increasing number of cable stations, and the staggering cost of television advertising, the relationship between the program and the commercial has become a topic of increasing concern to the marketing and advertising disciplines, How does the context in which a commercial appears, affect the influence an advertisement has on the consumer? Research interest in this topic has grown steadily yet many questions remain unanswered. This paper provides a review of the marketing research concerning context effects, and proposes the use of the Elaboration Likelihood Model (Petty & Cacioppo, 1979, 1981) as a theoretical basis for explaining an important segment of the reported findings.

For further information, write to:

David W. Schumann / Department of Marketing and Transportation / 309 Stokley Management Center / University of Tennessee / Knoxville, Tennessee 37996-0530

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