TITLE

The Effects of Editorial Context and Cognitive and Affective Moderators on Responses to Embedded Ads

AUTHOR(S)
Coulter, Keith S.; Sewall, Murphy A.
PUB. DATE
January 1995
SOURCE
Advances in Consumer Research;1995, Vol. 22 Issue 1, p177
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
The article focuses on the moderation of contextual involvement effects by cognitive priming of relevant attributes, advertising involvement, and affective tone of article and advertisement. It examines attitudes toward advertising and brand and measures of recall and recognition in investigating editorial context involvement effects. It comments on two print advertisements embedded within magazine articles and investigates the effects of context involvement on affective consistency and cognitive priming and the effects of affective consistency, advertising involvement, and context involvement on attitudes toward advertising.
ACCESSION #
9307155639

 

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