Consumers' response to commercials: when the energy level in the commercial conflicts with the media context

Nancy M. Puccinelli, Keith Wilcox, Dhruv Grewal

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), they should avoid running highly energetic commercials (e.g., with upbeat, enthusiastic spokespeople). In addition, this research recommends that when advertisers are unable to determine the emotions induced by the media context, they should run commercials that are moderate in energy. The results of a metaanalysis across the present studies show that consumers experiencing a deactivating emotion will respond as much as 50% more favorably to moderately energetic commercials compared with highly energetic commercials.

LanguageEnglish
Pages1-18
Number of pages18
JournalJournal of Marketing
Volume79
Issue number2
DOIs
StatusPublished - 15 Mar 2015

Fingerprint

Energy
Consumer response
Emotion
Activation
Field experiment
Meta-analysis
Movies

Keywords

  • Advertising
  • Digital/internet/interactive marketing
  • Emotion
  • Media
  • Services

Cite this

Consumers' response to commercials : when the energy level in the commercial conflicts with the media context. / Puccinelli, Nancy M.; Wilcox, Keith; Grewal, Dhruv.

In: Journal of Marketing, Vol. 79, No. 2, 15.03.2015, p. 1-18.

Research output: Contribution to journalArticle

@article{60a6771f024c43748874d0c502a6c563,
title = "Consumers' response to commercials: when the energy level in the commercial conflicts with the media context",
abstract = "This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), they should avoid running highly energetic commercials (e.g., with upbeat, enthusiastic spokespeople). In addition, this research recommends that when advertisers are unable to determine the emotions induced by the media context, they should run commercials that are moderate in energy. The results of a metaanalysis across the present studies show that consumers experiencing a deactivating emotion will respond as much as 50{\%} more favorably to moderately energetic commercials compared with highly energetic commercials.",
keywords = "Advertising, Digital/internet/interactive marketing, Emotion, Media, Services",
author = "Puccinelli, {Nancy M.} and Keith Wilcox and Dhruv Grewal",
year = "2015",
month = "3",
day = "15",
doi = "10.1509/jm.13.0026",
language = "English",
volume = "79",
pages = "1--18",
journal = "Journal of Marketing",
issn = "0022-2429",
publisher = "American Marketing Association",
number = "2",

}

TY - JOUR

T1 - Consumers' response to commercials

T2 - Journal of Marketing

AU - Puccinelli, Nancy M.

AU - Wilcox, Keith

AU - Grewal, Dhruv

PY - 2015/3/15

Y1 - 2015/3/15

N2 - This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), they should avoid running highly energetic commercials (e.g., with upbeat, enthusiastic spokespeople). In addition, this research recommends that when advertisers are unable to determine the emotions induced by the media context, they should run commercials that are moderate in energy. The results of a metaanalysis across the present studies show that consumers experiencing a deactivating emotion will respond as much as 50% more favorably to moderately energetic commercials compared with highly energetic commercials.

AB - This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), they should avoid running highly energetic commercials (e.g., with upbeat, enthusiastic spokespeople). In addition, this research recommends that when advertisers are unable to determine the emotions induced by the media context, they should run commercials that are moderate in energy. The results of a metaanalysis across the present studies show that consumers experiencing a deactivating emotion will respond as much as 50% more favorably to moderately energetic commercials compared with highly energetic commercials.

KW - Advertising

KW - Digital/internet/interactive marketing

KW - Emotion

KW - Media

KW - Services

UR - http://www.scopus.com/inward/record.url?scp=84924959814&partnerID=8YFLogxK

UR - http://dx.doi.org/10.1509/jm.13.0026

U2 - 10.1509/jm.13.0026

DO - 10.1509/jm.13.0026

M3 - Article

VL - 79

SP - 1

EP - 18

JO - Journal of Marketing

JF - Journal of Marketing

SN - 0022-2429

IS - 2

ER -