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

Akyamac O., Oner-Ozkan B.

PSYCHOLOGICAL REPORTS, cilt.98, sa.2, ss.355-366, 2006 (SSCI) identifier identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 98 Sayı: 2
  • Basım Tarihi: 2006
  • Doi Numarası: 10.2466/pro.98.2.355-366
  • Dergi Adı: PSYCHOLOGICAL REPORTS
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.355-366
  • Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

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.