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.
[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. 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. ----------------------------------------
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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