via the Internet (amc@leicester.ac.uk).Summary.-Using a self-administered questionnaire, 227 respondents rated service elements associated with a restaurant, retail store, or public transport company on several 5-point and 7-point rating scales. Least-squares regression showed that linear equations for estimating 7-point from 5-point and 5-point from 7-point ratings explained over 85% of the variance and fitted the data almost as well as higher-order polynomials and power functions. In a cross-validation on a new data set, the proportion of variance explained fell to about 76%. Functionally inverse versions of the derived linear equations were calculated for the convenience of researchers and psychometricians.
This study focuses on the hypothesis that television viewers' depth of psychological involvement in a programme is inversely related to their recall and recognition of accompanying advertisements. Ninety subjects watched an involving or a relatively uninvolving television programme accompanied by six completely unfamiliar advertisements. They then responded to a series of questionnaires designed to measure their perceptions of the programmes and the advertisements and their memory for the advertisements. As predicted, subjects' recall and recognition of the advertisements correlated negatively with their ratings of the programmes as suspenseful, challenging, involving, and worth remembering, and positively with their ratings of boredom with the programmes. But, in sharp contrast, subjects' attitudes towards the advertisements, attitudes towards the brands, and rated intention to buy the products correlated positively with their ratings of the programmes as stimulating, thought-provoking, attention-grabbing, challenging, immersing, and as having impact.During the past three decades, several aspects of programme context have been examined for their possible bearing on the effectiveness of television advertisements. Among the context effects that have been investigated are programme genre (Barclay, Doub, &
This study focuses on the hypothesis that entertainment and enjoyment properties of television programs have effects on recall, recognition, and perception of accompanying advertisements similar to the effects of program involvement reported by . Ninety-nine subjects each watched one of three television programs accompanied by six unfamiliar advertisements and then responded to questionnaires designed to measure perceptions of the programs and advertisements and memory for the advertisements. Correlations between program ratings and memory for advertisements were consistently negative but nonsignificant, and program ratings showed no consistent relationship with perceptions of the advertisements. The results provide no evidence that program entertainment and enjoyment, in contrast to involvement, influence advertisement effectiveness, which suggests that observed context effects depend on the predictor variables investigated. recently suggested that a useful direction for future research into context effects would be the investigation of the enjoyment and entertainment properties of program contexts and their influence on the effectiveness of accompanying advertisements. During the last three decades, many aspects of a program or (in the case of the print media) editorial context have been hypothesized to influence advertisement effectiveness
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