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Article: Exploring the environmental context in which Super Bowl ads are viewed and it's effects on ad processing.(advertising)
- Article from:
- International Journal of Business Research
- Article date:
- June 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 International Academy of Business and Economics. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
This article investigates the environmental and social setting in which the Super Bowl is viewed by young adults. Variables examined include the number of people present while viewing the broadcast, the nature of the relationship of the respondents to those people, the general atmosphere in the room, the presence/absence of alcohol, and the respondents' reported levels of pleasure and arousal. The relationships between these social context variables and information processing constructs such as attention to the game itself, attention to the ads, ad recall and recognition, and attitude toward the ad are examined. We found that a greater number of people ...