The Context Influence Model (CIM)Context cues in commercials make the difference
Bibliographic Data
| ID | 21777231 |
|---|---|
| Authors | Emma Rodero (0000-0003-0948-3400, Universitat Pompeu Fabra), Sara Vinyals-Mirabent (0000-0001-7120-6039, Universitat Autonòma de Barcelona), Isabel Rodríguez-de-Dios (0000-0003-2460-7889), Isabel Rodríguez de Dios (Universidad de Salamanca), Olatz Larrea (0000-0002-6194-6401, Universitat de Barcelona) |
| Year | 2026 |
| Publication date | 2026-07-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Doxa Comunicación Revista interdisciplinar de estudios de comunicación y ciencias sociales (JOURNAL) |
| Journal identifiers | ISSN: 1696-019X • E-ISSN: 2386-3978 |
| Publisher | Fundacion Universitaria San Pablo CEU (PUBLISHER) |
| DOI | 10.31921/doxacom.2801 |
| OpenAlex | W7132821809 |
| Language | EN |
| References cited | 43 |
The COVID-19 pandemic modified consumers’ lives, but advertising did not reflect this change. Preliminary studies have found that commercials do not show anti-COVID measures, and this lack of pandemic references in advertising could affect the consumers’ response. However, no empirical research has examined this aspect. Hence, this study analyzes how including COVID references in commercials affects consumers’ attitude toward the ad, purchase intention, and brand commitment. Other variables, such as the modality of the ad and the involvement with the pandemic, are also considered. A 3 by 2 online experiment was conducted with 1050 consumers. Results showed that including COVID references improved the attitude toward the ad and increased the perception of brand commitment to the pandemic and purchase intentions, although, in the last case, with no significant differences. The results suggest that ads should include references to the current context to enhance consumer response. Therefore, the implication of the study extends beyond the pandemic context in which it is conducted
Pandemic · Perception · Consumer Behavior in Brand Consumption and Identification · COVID-19 Pandemic Impacts · Digital Marketing and Social Media
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| Citation velocity | historical |
|---|---|
| Highly cited | No |