Context effects of TV programme-induced interactivity and telepresence on advertising responses

The article presents research on the effect of interactive television on attitudes of television viewers towards television advertising. A study is conducted in which respondents were exposed to advertising during interactive television broadcasting. It was found that the effect of actual inactivity with the advertising on viewer attitudes was mediated by their perceptions of the interactivity, and that positive attitudes towards the television program presented resulted in more positive attitudes towards the television advertising.

Publication: 
International Journal of Advertising
Author: 
Cauberghe, Verolien; Geuens, Maggie; De Pelsmacker, Patrick
Document Type: 
Research
Paywall: 
Free

Leave a comment

Comment Policy
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.