How does family life influence consumer response to television advertising?

Jan 15, 2013

Family interaction and everyday activity strongly influence how television advertisements are experienced and interpreted at home, according to a new study in the Journal of Consumer Research.

"It is common to link advertising viewing at home to increased levels of materialism and domestic tension stemming from 'pester power' (children getting parents to buy something by asking for it repeatedly until they get it). While these are serious issues, we have found that creative and skilled viewers of television advertising in the family living room can overturn and personalize commercial advertising meanings for family and household benefit," write authors Laknath Jayasinghe and Mark Ritson (both University of Melbourne).

The authors placed in the living rooms of eight suburban family homes to study viewer behavior during breaks. They followed up with family group interviews where these consumers were shown excerpts of their recorded advertising response behavior and asked to comment and provide deeper context to their behavior.

The authors consider advertising response from a viewer-centered perspective, cautioning against conceptions of advertising response, engagement, and interpretation organized solely through broadcast media contexts and from a message processing perspective. The normal and routine situations and contexts that motivate advertising experiences, responses, and engagement at home are uncovered in precise detail and demonstrated to significantly impact the process of advertising response and engagement. They also locate the presence of family interaction during the break, which challenges traditional perspectives of audience behavior in studies of advertising response.

"Companies should consider how family interaction, media , and the place and time of viewing impact the ways consumers watch and engage with . They should also recognize that the same ad may be engaged with and interpreted differently at different times due to varying household interactions and activities that impact how it is viewed," the authors conclude.

Explore further: Computer games give a boost to English

More information: Laknath Jayasinghe and Mark Ritson. "Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room." Journal of Consumer Research: June 2013.

add to favorites email to friend print save as pdf

Related Stories

Recommended for you

Precarious work schedules common among younger workers

18 hours ago

One wish many workers may have this Labor Day is for more control and predictability of their work schedules. A new report finds that unpredictability is widespread in many workers' schedules—one reason ...

Girls got game

19 hours ago

Debi Taylor has worked in everything from construction development to IT, and is well and truly socialised into male-dominated workplaces. So when she found herself the only female in her game development ...

Computer games give a boost to English

Aug 28, 2014

If you want to make a mark in the world of computer games you had better have a good English vocabulary. It has now also been scientifically proven that someone who is good at computer games has a larger ...

Saddam Hussein—a sincere dictator?

Aug 28, 2014

Are political speeches manipulative and strategic? They could be – when politicians say one thing in public, and privately believe something else, political scientists say. Saddam Hussein's legacy of recording private discussions ...

User comments : 0