Program-Involvement Effects on commercial Attention and Recall of Successive and Embedded Advertising

  title={Program-Involvement Effects on commercial Attention and Recall of Successive and Embedded Advertising},
  author={Marjolein Moorman and L. Willemsen and P. Neijens and E. Smit},
  journal={Journal of Advertising},
  pages={25 - 38}
Research on context effects has demonstrated a link between program-induced involvement and recall of commercials broadcast in breaks. However, the effect of program-induced involvement on recall of advertising embedded in the program itself has been understudied. In addition, little consideration has been given to the antecedents of program involvement. The present study aims to address these gaps. Results from a naturalistic field study show an attention spill-over effect on both embedded and… Expand
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