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Journal of Current Issues & Research in Advertising Volume 26, 2004 - Issue 2
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Original Articles

The Impact of Arousing Programming and Product Involvement on Advertising Effectiveness

John M. McGrath Ph.D. University of Pittsburgh, Johnstown, USA; Pennsylvania State University, USA
&
Chad Mahood University of California, Santa Barbara, USA
Pages 41-52 | Published online: 08 May 2012
 
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Abstract

An experiment investigated the impact of television programming arousal on consumer attitudes toward brands with different product involvement levels. Three key findings were observed. First, attitudes toward an ad (Aad) were positively impacted when advertising was placed adjacent to arousing television programs. Second, recall of advertising messages was negatively impacted when advertising was placed adjacent to arousing television programs. Third, attitudes toward an ad (Aad) were stronger for products with low involvement than for those with high involvement. The hypothesized interaction effect between programming arousal and product involvement was not observed.

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