Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement |
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| Authors: | Verolien Cauberghe Patrick De Pelsmacker Wim Janssens |
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| Affiliation: | 1. Cognitive Neuroscience Laboratory, University of West Florida, Pensacola, FL, USA;2. Attention and Memory Laboratory, University of West Florida, Pensacola, FL, USA;1. Zimmerman School of Advertising & Mass Communications, University of South Florida, 4202 East Fowler Avenue, CIS 1040, Tampa, FL 33620, USA;2. Grady College of Journalism & Mass Communication, Department of Advertising & Public Relations, University of Georgia, 120 Hooper Street, Rm. 214, Athens, GA 30602, USA;3. Zimmerman School of Advertising & Mass Communications, University of South Florida, 4202 East Fowler Avenue, CIS 1040, Tampa, FL 33620, USA |
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| Abstract: | ![]()
New media, such as the Internet or interactive digital television (a merger of television and Internet technology), often combine different sensory inputs and different types of media content simultaneously. These combined information cues may interfere with each other or reinforce the processing of each other. Two experiments explore perceptual and semantic interference and reinforcement mechanisms and their impact on self-reported attention and clicking behavior. Experiment 1 shows that in the case of an interactive ad containing text and pictures, a simultaneous audiovisual program context leads to less attention and clicking than an auditory context. Experiment 2 indicates that in the case of goal-directed browsing, a congruent program context leads to more attention and clicking than an incongruent context. |
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