Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses
Cauberghe, Verolien Geuens, Maggie De Pelsmacker, Patrick
Cauberghe, Verolien
Geuens, Maggie
De Pelsmacker, Patrick
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2011
Journal
International Journal of Advertising
Book
Publication Volume
30
Publication Issue
2
Publication Begin page
641
Publication End page
663
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Abstract
This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme. In the 2 (two way communication) × 3 (user control) experimental study, 246 respondents participated. The results show that the impact of actual interactivity on attitude toward the advertisement is mediated by perceived interactivity. Subsequently, telepresence (the feeling of being present in the mediated environment) has a crucial mediating role to explain the context effect of perceived interactivity on attitude toward the advertisement. With regard to the underlying mechanism, the results show that telepresence is positively correlated with the amount of positive programme thoughts. In addition, the positive programme thoughts have a positive effect on the attitude toward the ad, above and beyond the effect of positive thoughts about the advertisement.
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Keywords
Consumer Behaviour