Does Crime Pay For Violent Program-Embedded Ads?

ABSTRACT - This paper aims at studying the impact of emotional context in television programs on ad memorization. Many experimental works show that affect is an important factor to be considered, so as to better understand both consumer behavior in general and memorization phenomena in particular. Here, we partially replicate Bushman and Bonacci’s (2002) recent work and invalidate their main findings, namely that emotionally neutral TV programs entail better ad memorization and retention, whereas we confirm the major role of arousal on memory consolidation processes, by showing significantly higher memory scores for violent programs.


Olivier Droulers and Bernard Roullet (2004) ,"Does Crime Pay For Violent Program-Embedded Ads?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 646-651.


Olivier Droulers, C.R.E.M. (UMR CNRS C 6211), University of Rennes
Bernard Roullet, C.R.E.M. (UMR CNRS C 6211), University of Rennes


NA - Advances in Consumer Research Volume 31 | 2004

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