Advances in Consumer Research Volume 18, 1991 &Nbsp;&Nbsp;&Nbsp;&Nbsp; Pages 545-549 the Visual Experience of New and Established Product Commercials

ABSTRACT - This study uses a moment-by-moment copytesting technique to examine the differences between new product and established brand tv commercials from an information theory perspective. Based on a theoretical dichotomy suggested by earlier researchers, two types of visual information were identified in pictures taken from a sample of 41 commercials. P-type information was explicit, product-related content and E-type information was the esthetic, execution-related content. Using the TLK Picture Sort recognition technique, it was found that viewers process more of the E-type information present in established brand ads, while more P-type information was processed by viewers of new product ads.



Citation:

Charles E. Young and Michael Robinson (1991) ,"Advances in Consumer Research Volume 18, 1991 &Nbsp;&Nbsp;&Nbsp;&Nbsp; Pages 545-549 the Visual Experience of New and Established Product Commercials", in NA - Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT : Association for Consumer Research, Pages: 545-549.

Authors

Charles E. Young, TLK Advertising
Michael Robinson, TLK Advertising



Volume

NA - Advances in Consumer Research Volume 18 | 1991



Share Proceeding

Featured papers

See More

Featured

Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Featured

Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Featured

Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA

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.