Consumers and commercials studied

Jun 20, 2006

U.S. scientists say the more consumers are absorbed in the narrative flow of a story, called transportation, the less likely they'll respond well to ads.

That finding might have interesting implications for advertisers, many of whom pay more for "premium" ad placement that may actually deter consumers.

"Media create the audience for most advertising. Consumers come to a medium for its content," said Jing Wang of University of Iowa and Bobby Calder of Northwestern University. "If the ad interrupts the transportation experience, this in itself creates a negative experience associated with the ad."

And when the story is personally relevant to the reader or viewer, the effects are increased, say the scientists. Conversely, ads relevant to the reader's personal goals are deemed the most intrusive. But the researchers also found absorption in a story can enhance the effect of advertisements -- if they ads appear after the story has ended.

The study is detailed in the September issue of the Journal of Consumer Research.

Copyright 2006 by United Press International

Explore further: China's reform of R&D budget management doesn't go far enough, research shows

add to favorites email to friend print save as pdf

Related Stories

Overdoing it: Multiple perspectives confuse consumers

Jul 22, 2014

Television commercials for luxury vehicles pack a lot in their 30-second running times: the camera offers quick shots of the soft leather upholstery, the shiny colors, the state-of-the-art entertainment system, ...

Amazon vows to fight FTC on kids in-app purchases (Update)

Jul 02, 2014

Amazon said Wednesday that it is prepared to go to court against the Federal Trade Commission to defend itself against charges that it has not done enough to prevent children from making unauthorized in-app purchases.

Recommended for you

Precarious work schedules common among younger workers

Aug 29, 2014

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 ...

User comments : 0