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 PlusĀ² - 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.



Citation:

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 .

Authors

Carla Walter, Missouri Southern State University, USA
Loay Altamimi, University of Savoie, France



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

Attenuating Endowment Effect with Venmo: Online Payment Systems Make it a Pleasure to Pay

Liang Huang, University of Arizona, USA
Jennifer Savary, University of Arizona, USA

Read More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

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.