The effects of arousal on liking and believability of commercials
作者： Kak Yoon , Paul Bolls , Annie Lang
DOI: 10.1080/13527269800000003
关键词: Social psychology 、 Pace 、 Psychology 、 Practical implications 、 Arousal 、 Affect (psychology)
摘要: This study examines how arousal and the pace of television commercials affect viewers' attitudes toward the ad claims (Aad-c), the non-claim elements (Aad-nc), the advertised brands (Ab), and purchase intentions (PI). Fast paced ads produced higher Aad-nc, Ab, and PI scores than slow paced ads. Arousing ads produced higher Ab and PI, but lower Aad-c. Results also found significant interactions between arousal and pacing on three of the four dependent variables. First, both pacing and content arousal improved Ab, and the two …
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