Irritante reclame kan de effectiviteit van een volgende reclamespot ondermijnen
- Arnold Bakker
- Bob Fennis
Abstract
In this study the carry-over effects of previously elicited irritation (by either disliked ads or by a high frequency of ads) to an unrelated, neutral ad and brand is examined. It is hypothesized and found that individuals high in the need to evaluate would show more clearly a transfer of irritation than individuals low in the need to evaluate. These findings are discussed in terms of conditioning, attribution and excitation transfer processes.
How to Cite:
Bakker, A. & Fennis, B., (1997) “Irritante reclame kan de effectiviteit van een volgende reclamespot ondermijnen”, Tijdschrift voor Communicatiewetenschap 25(1), 17–32.
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