Simultaneous Exposure to Television Programming and Advertising Content in an Interactive Context: Perceptual and Semantic Interference and Reinforcement.
New media often combine different sensory inputs and different types of media content simultaneously. These combined information cues may interfere with each other, or may reinforce the processing of each other. . In an Interactive Digital Television (IDTV) setting, the dual task of being exposed to interactive advertising and programme context simultaneously is a common situation that is fundamentally different from traditional media. Experiment 1 focuses on the perceptual interference or reinforcement of the representation format of information in the interactive ad and the modality of the programme context. Experiment 2 places the emphasis on semantic interference and cognitive priming, following experiential or goal-directed browsing.
Verolien Cauberghe, Patrick De Pelsmacker, and Wim Janssens (2008) ,"Simultaneous Exposure to Television Programming and Advertising Content in an Interactive Context: Perceptual and Semantic Interference and Reinforcement.", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 54-60.
Verolien Cauberghe, University of Antwerp, Belgium
Patrick De Pelsmacker, University of Antwerp, Belgium
Wim Janssens, University of Hasselt, Belgium
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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