ABSTRACT

In this study we test how audience emotions induced by televised sports interact with the emotional tone of advertisements to influence ad processing. Past research exploring this carry-over effect has either neglected the arousal induced by the sporting event or failed to present positive and negative ads to participants. In this study we use a 2 (sports-induced valence: positive/negative) x 2 (sports-induced arousal: calm/arousing), x 2 (ad valence: positive/negative) mixed-design experiment. Participants had psychophysiological measures of cognitive resource allocation and emotional response measured throughout. We found that positive advertisements performed best in cognitive resource allocation in a congruent arousing/positive programming context, whereas negative advertisements worked better following an incongruent calm/positive programming context. Theoretical and practical contributions are discussed.

摘要

在这项研究中，我们测试了电视体育赛事引发的观众情绪如何与广告的情绪基调相互作用，从而影响广告处理。过去探索这种延续效应的研究要么忽视了体育赛事引起的兴奋，要么未能向参与者展示积极和消极的广告。在本研究中，我们使用 2（运动诱发效价：正/负）x 2（运动诱发唤醒：平静/唤醒）、x 2（广告效价：正/负）混合设计实验。参与者对认知资源分配进行了心理生理测量，并在整个过程中测量了情绪反应。我们发现，在一致的唤醒/积极的编程环境中，积极的广告在认知资源分配方面表现最好，而负面广告在不一致的冷静/积极的节目背景下效果更好。讨论了理论和实践贡献。