Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects |
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| Authors: | Tiffany Venmahavong Sukki Yoon Chan Yun Yoo |
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| Institution: | 1. Dell EMC, Hopkinton, Massachusetts, USA;2. Bryant University, Smithfield, Rhode Island, USA;3. St. Joseph’s University, Philadelphia, Pennsylvania, USA |
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| Abstract: | The study examines how program-induced mood and a five-second countdown warning affect reception of midroll video commercials. Building on mood regulation theory, findings from three studies suggest that program-induced moods and five-second countdowns systematically influence advertising effectiveness. When the main program is tragic (comedic) and when a countdown precedes (does not precede) the midroll ad, viewers have more positive attitudes toward the ad and purchase intentions. The findings are replicated in realistic (Study 1) and controlled (Studies 2A and 2B) settings. |
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