The Super Bowl
An Investigation into the Relationship Among Program Context, Emotional Experience, and Ad Recall
Bibliographic Data
| ID | 3036178 |
|---|---|
| Authors | Mark A Pavelchak (University of Delaware), John H Antil, James M Munch |
| Year | 1988 |
| Volume | 15 |
| Issue | 3 |
| Pages | 360 |
| Publication date | 1988-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/209172 |
| OpenAlex | W2011023586 |
| Language | EN |
| Citations received | 16 |
| References cited | 7 |
In this study, we investigate (1) the effect that “Super Bowl XX” had on the emotions (defined by arousal and pleasure) of viewers in three cities and (2) how these emotional reactions influenced recall for ads broadcast during the game. City differences in overall emotional reactions to the program were observed, differences that had theoretical relevance to the effect of emotion on ad recall. Recall was found to be negatively related to emotional intensity (defined by arousal and pleasure polarization) but unrelated to emotional pleasure. Overall, arousal related to recall much more strongly than it did to pleasure
Cognitive psychology · Context (archaeology) · Library science · Recall · Communication in Education and Healthcare · Computer Science · Consumer Behavior in Brand Consumption and Identification · History · Marketing and Advertising Strategies · Psychology
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The Social Uses of Advertising
Store atmosphere and purchasing behavior
Emotions in Tourism
Stimuli–organism-response framework
Context Effects on Memory for Television Advertisements
The effect of media multitasking on ad memory
The effect of emotionally-arousing ad appeals on memory
I Feel It in My Brain
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens
Introducing the PCMC Model
Using Humorous Programs as a Vehicle for Humorous Commercials
Motivational Processing and Choice Behavior During Television Viewing
Feeling and Liking Responses to Television Programs
Deception Memory
The Consumption of Television Programming
| Unique citing works | 16 |
|---|---|
| Citations per year | 0,47 |
| Citation span | 1992 - 2025 (34) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 14 |