| Abstract: | This study investigates whether pleasure and arousal levels of viewers watching a sports program affect advertisement recall. The results suggest that programs that evoke strong emotional reactions, such as the Super Bowl, may inhibit the recall of advertisements and brands. Specifically, these findings seem to support the Intensity (arousal) theory and may have important implications for advertisers who promote their products or services on sports‐related event programming. © 2001 John Wiley & Sons, Inc. |
