Consumers Prefer Television Ads With Dance; Researching the Effects of Dance on Consumer Behavior
The purpose of this research was to explore consumers and their relationship with advertisements using dance as a nonverbal communication method; evaluate international differences between ad preferences; and explore the effects dance has on consumer behavior. Respondents (n=101) were surveyed in the United States and France in two separate phases. The surveys were built upon interpretive dance theory and conducted using proprietary web-based software Sphinx Plus² - Edition Lexica-V5. Dance communicated information as argued, with international differences. Moreover, 67% of respondents preferred ads with dance in them, and the highly significant preference influenced behavior. Dance provided entertainment, a favorable distraction, and hedonic feelings.
Carla Walter and Loay Altamimi (2010) ,"Consumers Prefer Television Ads With Dance; Researching the Effects of Dance on Consumer Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 921-922 .
Carla Walter, Missouri Southern State University, USA
Loay Altamimi, University of Savoie, France
NA - Advances in Consumer Research Volume 37 | 2010
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