Preliminary comparison of continuous versus noncontinuous programming and attitude toward and recall of advertisements

Akyamac O., Oner-Ozkan B.

PSYCHOLOGICAL REPORTS, vol.98, no.2, pp.355-366, 2006 (SSCI) identifier identifier identifier

  • Publication Type: Article / Article
  • Volume: 98 Issue: 2
  • Publication Date: 2006
  • Doi Number: 10.2466/pro.98.2.355-366
  • Journal Name: PSYCHOLOGICAL REPORTS
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.355-366
  • Middle East Technical University Affiliated: Yes

Abstract

Need for continuity of a television program was assessed with attitude toward and recall of advertisements. The program continuity was manipulated experimentally by presenting one music video program as Top 10 (continuous) or as Regular (discontinuous) format. General attitude toward commercials and the belief in advertisement-product realism were investigated through the commercials with continuous and discontinuous formats of the same program. Data were gathered from undergraduates (23 men and 68 women) whose mean age was 20.2 yr. (SD=25). Analyses indicated continuity was not related to their attitude towards embedded commercials but was associated with their recall. Implications were discussed.