Onderzoeksartikel

Irritante reclame kan de effectiviteit van een volgende reclamespot ondermijnen

Authors

• • Arnold Bakker Arnold Bakker ORCID profile. (opens in new tab)
• • Bob Fennis Bob Fennis ORCID profile. (opens in new tab)

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.

Keywords:

How to Cite: Bakker, A. & Fennis, B. (1997) “Irritante reclame kan de effectiviteit van een volgende reclamespot ondermijnen”, Tijdschrift voor Communicatiewetenschap. 25(1).