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Filtering by: Publisher M.E. Sharpe, Inc. Rights Statement Copyright Not Evaluated

It's not whether you win or lose; it's how the game is played: the influence of suspenseful sports programming on advertising

Creator:

Bee, Colleen C. and Madrigal, Robert

Abstract:

The current research investigates the interplay of program suspense, game outcome, advertisement placement, and ad execution on viewer reactions to advertising embedded in sports programming. In support of excitation transfer theory, results indicate that ad emotional response, attitude toward the ad, and attitude toward the brand are heightened immediately following...

Resource Type:

Article