Euro2000: a Study on the Influence of Program-Involvement on Commercial Selection and Memory in a Real Life Setting

ABSTRACT - In the past decades, various experiments have demonstrated the effect of program-involvement on memory for advertising. An important limitation of these studies is the use of forced exposure. The present study investigates the influence of program-involvement in a real-life setting. Several matches of the 2000 European championship soccer were selected based on expected levels of involvement. A day after broadcasting, telephone interviews were held with a representative random sample (N=344). Contrary to experimental studies, results showed that commercials embedded in high-involvement matches were significantly viewed more frequently (selection) and were better remembered than commercials embedded in low-involvement matches.



Citation:

Marjolein Moorman, Peter Neijens, and Edith G. Smit (2001) ,"Euro2000: a Study on the Influence of Program-Involvement on Commercial Selection and Memory in a Real Life Setting", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 334.

European Advances in Consumer Research Volume 5, 2001      Page 334

EURO2000: A STUDY ON THE INFLUENCE OF PROGRAM-INVOLVEMENT ON COMMERCIAL SELECTION AND MEMORY IN A REAL LIFE SETTING

Marjolein Moorman, University of Amsterdam, The Netherlands

Peter Neijens, University of Amsterdam, The Netherlands

Edith G. Smit, University of Amsterdam, The Netherlands

[The study of the influence of program-involvement on commercial selection and processing in a real life setting is part of a Ph.D. project on advertising context, conducted at ASCoR. The authors would like to thank ASCoR, SWOCC and Interview/NSS for making this study possible.

ABSTRACT -

In the past decades, various experiments have demonstrated the effect of program-involvement on memory for advertising. An important limitation of these studies is the use of forced exposure. The present study investigates the influence of program-involvement in a real-life setting. Several matches of the 2000 European championship soccer were selected based on expected levels of involvement. A day after broadcasting, telephone interviews were held with a representative random sample (N=344). Contrary to experimental studies, results showed that commercials embedded in high-involvement matches were significantly viewed more frequently (selection) and were better remembered than commercials embedded in low-involvement matches.

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Authors

Marjolein Moorman, University of Amsterdam, The Netherlands
Peter Neijens, University of Amsterdam, The Netherlands
Edith G. Smit, University of Amsterdam, The Netherlands



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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