The Impact of Program Affective Valence and Level of Cognitive Appraisal on Advertisement Processing and Effectiveness

Abstract

This paper investigates the impact of program-elicited affective valence formed at different levels of cognitive appraisal on the processing and evaluation of embedded advertisements. The results indicate that at lower levels of cognitive appraisal, affective valence of the program has no impact on ad evaluations or processing. However, at higher levels of cognitive appraisal, the target ad is less effective in the negative program compared to the positive program. Thought-responses indicate that different processing mechanisms may be operating in the different program contexts.

Additional information

Notes on contributors

Karen Russo France

Karen Russo France is assistant professor of Marketing at the College of Business and Economics, West Virginia University, Morgantown, WV.

C. Whan Park

C. Whan Park is the Joseph A. DeBell Distinguished Professor of Marketing at the Marshall School of Business Administration, University of Southern California.