Consumers’ Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context

  title={Consumers’ Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context},
  author={Nancy M. Puccinelli and Keith Wilcox and Dhruv Grewal},
  journal={Journal of Marketing},
  pages={1 - 18}
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… 

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