The Role of Activation in Advertising

This research examines the direct and indirect effects of activation, which is defined as engaging in physical action in order to reveal the conveyed message, on advertisement evaluations and product attitudes. Findings reveal that when the action is highly compatible with the message, ad processing is facilitated and ad and product evaluations are enhanced. However, when the action is less compatible with the advertisement message, activation impairs both evaluations. Implications of these findings for advertising are discussed.



Citation:

Yael Steinhart (2010) ,"The Role of Activation in Advertising", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 631-631 .

Authors

Yael Steinhart, University of Haifa, Israel



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance

Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?

Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.