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Annual Conference 2019

du 28 au 31 March 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

Please use this search form to:

To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.

Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.


2.2b In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response

vendredi 29 mars 2019 à 13:00–14:30 CDT
2-Normandy B
Abstract

This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad positions, ad-context congruence improved recall and recognition of the brand while ad-context incongruence facilitated recall of ad content. Taking ad position into consideration, contextual congruence generated enhanced memory of the brand in mid-roll advertising. No significant congruence effects were detected in pre-roll advertising or for attitudinal evaluations. Explanations of hypothesis predictions and analysis results were given concerning several cognitive information processing theories, such as schema theory and priming effects. Theoretical contributions, practical implications, and directions for future research were discussed.

First & Corresponding Author

Shuoya Sun, University of Georgia
Authors in the order to be printed.

Shuoya Sun, University of Georgia; Karen Whitehill King, University of Georgia

Additional Authors

Karen Whitehill King, University of Georgia
Chargement en cours …