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...
Published March 1975. A newer revision exists. Facts and recommendations in this publication may no longer be valid. Please look for up-to-date information in the OSU Extension Catalog: http://extension.oregonstate.edu/catalog