Double-Dipping Effect? How Combining YouTube Environmental PSAs With Thematically Congruent Advertisements in Different Formats Affects Memory and Attitudes

Abstract

An online experiment (N = 303) explored the effects of ad-video thematic congruence and ad format on recall and recognition for and attitudes toward persuasive environmental videos and paid commercials on YouTube. Pairing YouTube videos with congruent advertisements enhanced recall for both messages and recognition for advertisements. Congruent in-stream commercials were the strongest in affecting recognition of advertising contents. A negative congruence effect occurred in evaluations of advertised companies where companies in congruent ads were rated less favorably. In-stream advertisements elicited better memory for persuasive messages but less favorable attitudes toward companies and environmental organizations. Overall, advertisements and advertised companies elicited more positive attitudes than environmental videos and environmental organizations.

Keywords:

• ad-context congruence
• ad format
• YouTube
• environmental PSAs
• recall
• recognition
• attitudes