en pl
en pl

Central European Management Journal

Zobacz wydanie
Rok 6/2021 
Tom 29 
Numer 2

Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

Grzegorz Banerski
National Information Processing Institute

Cezary Biele
National Information Processing Institute

Marcin Awdziej
Kozminski University

Adam Kaczyński
Kantar Polska SA

Sylwester Molenda
Discovery Polska SA

6/2021 29 (2) Central European Management Journal

DOI 10.7206/cemj.2658-0845.44

Abstrakt

Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers.

Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer-Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence – through the argument of video material in the form of TV programs and advertising spots.

Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones.

Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed.

Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program’s about sex that fit the definition of controversiality.

Originality/value: The study contributes to the existing literature on ad–content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers’ loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product.

Powiązania

  1. Aaker, D. and Brown, P. (1972). Evaluating Vehicle Source Effects, Journal of Advertising Research, 12, 11–16. [Google Scholar]
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211. https://doi.org/10.1016/0749-5978(91)90020-T. [Google Scholar]
  3. Ajzen, I. and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall. [Google Scholar]
  4. Ajzen, I. and Davis, E.L. (2002). The Decision of African American Students to Complete High School: An Application of the Theory of Planned Behavior. Journal of Educational Psychology, 94(4), 810–819. https://doi.org/10.1037//0022-0663.94.4.810. [Google Scholar]
  5. Ampere Analysis (2018). TV Advertising attitudes and Impact on Services. https://www.marketingcharts.com/charts/us-attitudes-tv-advertising-impact-tv-service-choice/attachment/ampereanalysis-tv-ad-attitudes-and-impact-on-service-nov2018 (accessed: 20.03.2019). [Google Scholar]
  6. Anderson, S.P. and Gans, J.S. (2011). Platform Siphoning: Ad-Avoidance and Media Content. American Economic Journal: Microeconomics, 3(4), 1–34. https://doi.org/10.1257/mic.3.4.1. [Google Scholar]
  7. Appel, V. (1971). On Advertising Wear-out. Journal of Advertising Research, 11(February), 11–13. [Google Scholar]
  8. Armitage, C.J. and Conner, M. (2001). Efficacy of the theory of planned behaviour: A metaanalytic review. British Journal of Social Psychology, 40, 471–475. https://doi.org/10.1348/014466601164939. [Google Scholar]
  9. Arndt, J., Solomon, S., Kasser, T., and Sheldon, K.M. (2004). The Urge to Splurge: A Terror Management Account of Materialism and Consumer Behavior. Journal of Consumer Psychology, 14, 198–212. https://doi.org/10.1207/s15327663jcp1403_2. [Google Scholar]
  10. Bemdall, R.C.A., Mohamed, A., and Thompson, C. (2019). Emotional real-world scenes impact visual search. Cognitive Processing, 20, 309–316. https://doi.org/10.1007/s10339-018-0898-x. [Google Scholar]
  11. Barclay, W.D., Doub, R.M. and McMurtrey, L.T. (1965). Recall of TV Commercials by Time and Program Slot. Journal of Advertising Research, 5(2), 61–67. https://doi.org/10.1080/00221300009598592. [Google Scholar]
  12. Breckler, S.J. (1984). Empirical validation of affect, behavior, and cognition as distinct component of attitude. Journal of Personality and Social Psychology, 47, 1191–1205. https://doi.org/10.1037//0022-3514.47.6.1191. [Google Scholar]
  13. Bryant, J. and Zillmann, D. (1994). Media effects: Advances in theory and research. Hillsdale, NJ: Erlbaum. [Google Scholar]
  14. Bushman, B.J. (2007). That was a great commercial, but what were they selling? Effects of violence and sex on memory for products in television commercials. Journal of Applied Social Psychology, 37, 1784–1796. https://doi.org/10.1111/j.1559-1816.2007.00237.x. [Google Scholar]
  15. Bushman, B.J. and Huesmann, L.R. (2006). Short-term and Long-term Effects of Violent Media on Aggression in Children and Adults. Arch Pediatr Adolesc Med., 160(4), 348–352. https://doi.org/10.1001/archpedi.160.4.348. [Google Scholar]
  16. Cacioppo, J.T. and Petty, R.E. (1989). Effects off Message Repetition on Argument Processing Recall and Persuasion. Basic and Applied Social Psychology, 10(1), 3–12. https://doi.org/10.1207/s15324834basp1001_2. [Google Scholar]
  17. Chang, C. (2011). The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads. Journal of Advertising, 40(3), 43–58. https://doi.org/10.2753/JOA0091-3367400304. [Google Scholar]
  18. Chang, C. (2012). Is that website for me? Website-self-congruency effects triggered by visual designs. International Journal of Advertising, 31(4), 835–860. https://doi.org/10.2501/IJA-31-4-835-860. [Google Scholar]
  19. Christianson, S.-A. (1992). Emotional stress and eyewitness memory: A critical review. Psychological Bulletin, 112, 284–309. https://doi.org/10.1037/0033-2909.112.2.284. [Google Scholar]
  20. Consoli, J. (2016). Women's Cable Networks Prep for Upfront Battles. https://www.broadcastingcable.com/news/womens-cable-networks-prep-upfront-battles-114096 (4.02.2019). [Google Scholar]
  21. Coulter, K.S. (1998). The effects of affective responses to media context on advertising evaluations. Journal of Advertising, 27(4), 41–51. https://doi.org/10.1080/00913367.1998.10673568. [Google Scholar]
  22. Coulter, K.S. and Punj, G. (1999). Influence of viewing context on the determinants of attitude toward the ad and the brand. Journal of Business Research, 45, 47–58. [Google Scholar]
  23. https://doi.org/10.1016/S0148-2963(98)00027-7. [Google Scholar]
  24. De Pelsmacker, P., Geuens, M., and Anckaert, P. (2002). Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity. Journal of Advertising, 31:2, 49–61. https://doi.org/10.1080/00913367.2002.10673666. [Google Scholar]
  25. Dick, A.S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99–113. https://doi.org/10.1177/0092070394222001. [Google Scholar]
  26. Digital Tv Europe (2011). Lifestyle visions – channels targeting the female audience. https://www.digitaltveurope.com/longread/lifestyle-visions-channels-targeting-the-female-audience/ (accessed: 4.02.2019). [Google Scholar]
  27. Eagly, H.A. and Chaiken, S. (1993). Psychology of attitudes. TomsonWadsworth. [Google Scholar]
  28. Fried, C., and Johanson, J. (2008). Sexual and violent media’s inhibition of Advertisement memory. Effect or Artifact? Journal of Applied Social Psychology, 38, 1716–1735. https://doi.org/10.1111/j.1559-1816.2008.00366.x. [Google Scholar]
  29. Fuchs, D.A. (1964) Two source effects in magazine advertising. Journal of Marketing Research, 1(3), 59–62. https://doi.org/10.1177/002224376400100309. [Google Scholar]
  30. Furnham, A., Gunter, B., and Richardson, F. (2002). Effects of product– program congruity and viewer involvement on memory for televised advertisements. Journal of Applied Social Psychology, 32, 124–141. https://doi.org/10.1111/j.1559-1816.2002.tb01423.x [Google Scholar]
  31. Furnham, A., Gunter, B. and Walsh, D. (1998). Effects of programme context on memory of humorous television commercials. Applied Cognitive Psychology, 12, 555–567. https://doi.org/10.1002/(SICI)1099-0720(1998120)12:6<555::AID-ACP537>3.0.CO;2-X. [Google Scholar]
  32. Goldberg, M.E. and Gorn, G.J. (1987). Happy and Sad TV Programs: How They Affect Reactions to Commercials. Journal of Consumer Research, 14, 387–403. https://doi.org/10.1086/209122. [Google Scholar]
  33. Geuens, M., De Pelsmacker, P., and Faseur, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64(4), 418–426. [Google Scholar]
  34. https://doi.org/10.1016/j.jbusres.2010.03.001 [Google Scholar]
  35. Hamilton, J.T. (1998). Channeling violence: The economic market for violent television programming. Princeton, NJ: Princeton University Press. [Google Scholar]
  36. Hrubens, D., Ajzen, I., and Daigle, J. (2001). Predicting Hunting Intentions and Behavior: An Application of the Theory of Planned Behavior. Leisure Sciences, 23,165–178. https://doi.org/10.1080/014904001316896855. [Google Scholar]
  37. Huesemann, L.R. (2007). The Impact of Electronic Media Violence: Scientific Theory and Research. Journal of Adolescent Health, 41(6), 6–13. https://doi.org/10.1016/j.jadohealth.2007.09.005. [Google Scholar]
  38. IAB Polska (2017). PwC AdEx. https://iabadex.pl/index.php (accessed: 29.03.2019). [Google Scholar]
  39. Kamins M.A. and Gupta, K. (1994) Congruence between spokesperson and product type: a matchup hypothesis perspective. Psychology & Marketing, 11(6), 569–586. https://doi.org/10.1002/mar.4220110605 [Google Scholar]
  40. Kennedy, J.R. (1971). How Program Environment Affects TV Commercials. Journal of Advertising Research, 11(1), 33–38. [Google Scholar]
  41. Krugman, Herbert E. (1983). Television Program Interest and Commercial Interruption. Journal of Advertising Research, 23(1), 21–23. [Google Scholar]
  42. Kwon, E.S., King, K., W. Nyilasy, G., Reid, L.N. (2019). Impact of Media Context on Advertising Memory. A Meta-Analysis of Advertising Effectiveness. Journal of Advertising Research, March, 99–128. https://doi.org/10.2501/JAR-2018-016. [Google Scholar]
  43. Lajos, J., Ordabayeva, N., and Chattopadhyay, A. (2011). Mood Matching: the Importance of Fit Between Moods Elicited By Tv Programs and Commercials. In: Z. Yi, Xiao, J.J. Cotte, and L. Price (eds.), Asia-Pacific Advances in Consumer Research, 9, 257–258. Duluth MN: Association for Consumer Research. [Google Scholar]
  44. Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50, 46 –70. https://doi.org/10.1111/j.1460-2466.2000.tb02833.x. [Google Scholar]
  45. Liu, J. and Smeesters, D. (2010). Have You Seen the News Today? The Effect of Death-Related Media Contexts on Brand Preferences. Journal of Marketing Research, 47(2), 251–62. https://doi.org/10.1509/jmkr.47.2.251. [Google Scholar]
  46. Lull, R. and Bushman, B.J. (2015). Do Sex and Violence Sell? A Meta-Analytic Review of the Effects of Sexual and Violent Media and Ad Content on Memory, Attitudes, and Buying Intentions, Psychological Bulletin, 141(5), 1022–1048. https://doi.org/10.1037/bul0000018. [Google Scholar]
  47. Lungu, O., Potvin, S., Tikàszad A. and Mendrek, A. (2015). Sex differences in effective fronto-limbic connectivity during negative emotion processing. Psychoneuroendocrinology, 62, 180–188. https://doi.org/10.1016/j.psyneuen.2015.08.012. [Google Scholar]
  48. MacInnis, D.T. and Jaworski, B.J. (1989). Information Processing from Advertisements: Toward and Integrative Framework. Journal of Marketing, 53, 1–23. https://doi.org/10.1177/002224298905300401. [Google Scholar]
  49. Malthouse, E.C., Maslowska, E., and Franks, J.U. (2018). Understanding programmatic TV advertising. International Journal of Advertising, 37(5), 769–784. https://doi.org/10.1080/02650487.2018.1461733. [Google Scholar]
  50. Martin‐Luengo, B., Luna, K., and Migueles, M. (2015). Effects of Interest, Thematic Congruence, and Typicality on Memory for Television, Radio, and Press Advertisements of New Products. Applied Cognitive Psychology, 29, 560– 572. https://doi.org/10.1002/acp.3139. [Google Scholar]
  51. Moorman, M., Neijens, P.C. and Smit, E.G. (2002). The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting. Journal of Advertising, 31, 27–40. https://doi.org/10.1080/00913367.2002.10673683 [Google Scholar]
  52. Murry, J.P. and Dacin, P.A. (1996). Cognitive moderators of negative-emotion effects: Implications for understanding media context. Journal of Consumer Research, 22(4), 439–447. https://doi.org/10.1086/209460. [Google Scholar]
  53. Murry, J.P., Lastovicka, J.L. and Singh, S. (1992). Feeling and Liking Responses to Television Programs: An examination of two explanations for Media-Context Effects. Journal of Consumer Research, 18, 441–451. https://doi.org/10.1086/209272. [Google Scholar]
  54. Myers, S., Royne, M.B., and Deitz, G. (2015). Programme–ad congruence. International Journal of Advertising, 33:1, 61–90. https://doi.org/10.2501/IJA-33-1-061-090. [Google Scholar]
  55. Neuberg, S.L., Kenrick, D.T. and Schaller, M. (2010). Evolutionary social psychology. In: S.T. Fiske, D.T. Gilbert and G. Lindzey (eds.), Handbook of social psychology (5th ed., pp. 761–796). New York, NY: Wiley. https://doi.org/10.1002/9780470561119.socpsy002021. [Google Scholar]
  56. Nielsen Audience Measurement (2018). http://www.agbnielsen.pl/?document=708&page=/Podreczniki,spot,Arianna,TeleMonitor,TeleSpot,406.html (accessed: 20.03.2019). [Google Scholar]
  57. PAP (2017). Internauci w Polsce blokują reklamy. Reklamodawcy stracili 409 mln dolarów, https://www.tvp.info/33587228/internauci-w-polsce-blokuja-reklamy-reklamodawcy-stracili-409-mln-dolarow?captcha_key=#! (accessed: 29.03.2019). [Google Scholar]
  58. Philpott, G. and Kattukaran A. (2014). Evolution of TV: 7 Dynamics Transforming TV. https://www.thinkwithgoogle.com/marketing-strategies/video/evolution-of-tv-7-dynamics-transforming-tv/ (accessed: 15.10.2020). [Google Scholar]
  59. Poels. K. and Dewitte, S. (2019). The Role of Emotions in Advertising: A Call to Action, Journal of Advertising, 48(1), 81–90, https://doi.org/10.1080/00913367.2019.1579688. [Google Scholar]
  60. Reichert, T. (2002). Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising. Annual Review of Sex Research, 13, 241–273. [Google Scholar]
  61. Samson, L. (2018). The effectiveness of using sexual appeals in advertising. Journal of Media Psychology, 30, 184–195. https://doi.org/10.1027/1864-1105/a000194. [Google Scholar]
  62. Schwarz, N. (1990). Feelings as information: Informational and motivational functions of affective states. In: E.T. Higgins and R.M. Sorrentino (eds.), Handbook of motivation and cognition: Foundations of social behavior, Vol. 2 (pp. 527–561). The Guilford Press. [Google Scholar]
  63. Shapiro, B., Hitsch, G.J., and Tuchman, A. (2020). Generalizable and Robust TV Advertising Effects. NBER Working Paper, No. w27684, https://doi.org/10.3386/w27684 [Google Scholar]
  64. Shapiro, S., and MacInnis, D.J. (2002) Understanding Program-Induced Mood Effects: Decoupling Arousal from Valence. Journal of Advertising, 31(4), 15–26. https://doi.org/10.1080/00913367.2002.10673682. [Google Scholar]
  65. Shimp, T.A. and Gresham, L.G. (1983). An information processing perspective on recent advertising literature. Current Issues and Research in Advertising, 6, 39–75. [Google Scholar]
  66. Sparks, J.V., and Lang, A. (2015). Mechanisms underlying the effects of sexy and humorous content in advertisements. Communication Monographs, 82, 134–162. https://doi.org/10.1080/03637751.2014.976236. [Google Scholar]
  67. Stavraki, M., Lamprinakos, G., Brinol, P., Petty, R.E., Karantinou, K., and Diaz, D. (2021). The influence of emotions on information processing and persuasion: A differential appraisals perspective. Journal of Experimental Social Psychology, 93. https://doi.org/10.1016/j.jesp.2020.104085. [Google Scholar]
  68. The Futon Critic (2019). Ratings, http://www.thefutoncritic.com/ratings/2019/08/05/tlc-ranks-number-1-in-primetime-for-women-in-july-298201/20190805tlc01/ (accessed: 4.02.2019). [Google Scholar]
  69. Thompson, R.F. and Spencer, W.A. (1966). Habituation: A model phenomenon for the study of neuronal substrates of behavior. Psychological Review, 73, 16–43. https://doi.org/10.1037/h0022681 [Google Scholar]
  70. [Google Scholar]
  71. Verhellen, Y., Eelen, J., Dens, N. and De Pelsmacker, P. (2015). The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor. International Journal of Advertising. https://doi.org/10.1080/02650487.2015.1087089. [Google Scholar]
  72. Venmahavong, T., Yoon, S., Kacy, K. and Chan, Y.Y. (2019). Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects. Journal of Advertising, 48(2), 232–241. https://doi.org/10.1080/00913367.2019.1597786. [Google Scholar]
  73. Walker (2002). “Online article”, The Walker loyalty matrix, available at https://www.walkerinfo.com/docs/WP-The-Walker-Loyalty-Matrix.pdf (accessed: 22.08.2018). [Google Scholar]
  74. Weiner, B. (1986). Attribution, Emotion, and Action. In: R.M. Sorrentino and E.T. Higgins (eds.), Handbook of Motivation and Cognition (pp. 281–312). New York: Guilford. [Google Scholar]
  75. Wilbur, K.C. (2016). Advertising Content and Television Advertising Avoidance. Journal of Media Economics, 29(2), 51–72. https://doi.org/10.1080/08997764.2016.1170022. [Google Scholar]
  76. Worchel, S., Andreoli, V., and Eason, J. (1975). Is the Medium the Message. Journal of Applied Social, 5(2), 157–172. https://doi.org/10.1111/j.1559-1816.1975.tb01305.x. [Google Scholar]
  77. Yegiyan, N.S. (2015). Explicating the Emotion the Emotion Spillover Effect. At the Intersection of Motivational Activation, Resource Allocation, and Consolidation. Journal of Media Psychology, 27, 134–145. https://doi.org/10.1027/1864-1105/a000164. [Google Scholar]
  78. Yi, Y. (1991). The Influence of Contextual Priming on Advertising Effects. In R. H. Holman, & M. R. Solomon (Eds.), NA - Advances in Consumer Research (18, pp.417 – 425). Provo, UT: Association for Consumer Research. [Google Scholar]

Kompletne metadane

Cytowanie zasobu

APA style

Banerski, Grzegorz & Biele, Cezary & Awdziej, Marcin & Kaczyński, Adam & Molenda, Sylwester (2021). Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes. (2021). Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes. Central European Management Journal, 29(2), 2-32. https://doi.org/10.7206/cemj.2658-0845.44 (Original work published 6/2021n.e.)

MLA style

Banerski, Grzegorz and Biele, Cezary and Awdziej, Marcin and Kaczyński, Adam and Molenda, Sylwester. „Should Advertisers Avoid Controversial Tv Content? Female Viewer Loyalty And Purchase Intent In The Context Of Targeted Sponsorship Vignettes”. 6/2021n.e. Central European Management Journal, t. 29, nr 2, 2021, ss. 2-32.

Chicago style

Banerski, Grzegorz and Biele, Cezary and Awdziej, Marcin and Kaczyński, Adam and Molenda, Sylwester. „Should Advertisers Avoid Controversial Tv Content? Female Viewer Loyalty And Purchase Intent In The Context Of Targeted Sponsorship Vignettes”. Central European Management Journal, Central European Management Journal, 29, nr 2 (2021): 2-32. doi:10.7206/cemj.2658-0845.44.