Sixteen copy characteristics or advertising approaches that appear to either increase or decrease irritation emerge from a study of 524 television commercials. The results also show how irritation levels vary by product class and by socioeconomic level.
Get full access to this article
View all access options for this article.
References
1.
AakerDavid A., and BruzzoneDonald E. (1981), “Viewer Perceptions of Prime-Time Television Advertising,”Journal of Advertising Research, 21 (October), 15–23.
2.
BauerRaymond A., and GreyserStephen A. (1968), Advertising in America: The Consumer View, Boston, MA: Harvard University Press.
3.
BowerGordon H. (1981), “Mood and Memory,”American Psychologist, 36 (February), 129–148.
4.
Bruzzone Research Company (1979), Technical Memos, Alameda, CA: Bruzzone.
5.
GornGerald J. (1982), “The Effect of Music in Advertising on Choice Behavior: A Classical Conditioning Approach,”Journal of Marketing, 46 (Winter), 94–101.
6.
GreyserStephen A. (1973), “Irritation in Advertising,”Journal of Advertising Research, 13 (February), 3–10.
7.
LutzRichard J., MacKenzieScott B., and BelchGeorge E. (1983), “Attitude Toward the Ad and a Mediator of Advertising Effectiveness: Determinants and Consequences,” in Advances in Consumer Research, Vol. 10, BagozziRichard P., and TyboutAlice M., eds., Ann Arbor: Association for Consumer Research, 532–539.
8.
MacKenzieScott B., and LutzRichard J. (1982), “Monitoring Advertising Effectiveness: A Structural Equation Analysis of the Mediating Role of Attitude Toward the Ad,” Working Paper No. 117, Center for Marketing Studies, UCLA.
9.
MitchellAndrew A., and OlsonJerry C. (1981), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,”Journal of Marketing Research, 18 (August), 318–332.
10.
MooreDanny L., and Wesley HutchinsonJ. (1983), “The Effect of Ad Affect on Advertising Effectiveness,” in Advances in Consumer Research, Vol. 10, BagozziRichard P., and TyboutAlice M., eds., Ann Arbor: Association for Consumer Research, 526–531.
11.
PettyRichard E., and CacioppoJohn C. (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: Wm. C. Brown Co.
12.
RayMichael L., and BatraRajeev (1983), “Emotion and Persuasion in Advertising: What We Do and Don't Know about Affect,” in Advances in Consumer Research, Vol. 10, BagozziRichard P., and TyboutAlice M., eds., Ann Arbor: Association for Consumer Research, 543–548.
13.
RothschildMichael L. (1982), “Electroencephalic (Brain Wave) Data as a Commercial Diagnostic,”Madison: University of Wisconsin, unpublished paper.
14.
ShimpTerence A. (1981), “Attitude Toward the Ad as a Mediator of Consumer Brand Choice,”Journal of Advertising, 10 (no. 2), 9–15.
15.
SilkAlvin J., and VavraTerry G. (1974), “The Influence of Advertising's Affective Qualities on Consumer Response,” in Buyer /Consumer Information Processing, David HughesG., and RayMichael L., eds., Chapel Hill: University of North Carolina Press.
16.
SrullThomas K. (1983), “Affect and Memory: The Impact of Affective Reactions in Advertising on the Representation of Product Information in Memory,” in Advances in Consumer Research, Vol. 10, BagozziRichard P., and TyboutAlice M., eds., Ann Arbor: Association for Consumer Research, 520–525.
17.
WellsWilliam D., LeavittClark, and McConvilleMaureen (1971), “A Reaction Profile for TV Commercials,”Journal of Advertising Research, 11 (December), 11–17.
18.
ZajoncRobert B. (1980), “Feeling and Thinking: Preferences Need No Inferences,”American Psychologist, 35 (February), 151–175.
