Construct · 1 fields · 1 citations

program context effect: a standalone construct

One name. One construct. A landmark on the map.

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programcontext effect1 CONSTRUCTProgram context effectGOLDBERG · ADVERTISING

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Advertising

the influence of the mood or involvement evoked by surrounding television programming on viewers' responses to the commercials embedded in it.

In advertising, program context effect refers to the influence of the mood or involvement evoked by surrounding television programming on viewers' responses to the commercials embedded in it. This meaning comes from Goldberg (1987) in Journal of Consumer Research.[1]

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Nearby constructs

context4 fields · 7 citationsjingle · one word, four constructsinfluence5 fields · 5 citationsjingle · one word, five constructsinvolvement6 fields · 10 citationsjingle · one name, six constructs

References

  1. Goldberg, M. E., & Gorn, G. J. (1987). Happy and Sad TV Programs: How They Affect Reactions to Commercials. Journal of Consumer Research, 14(3), 387. https://doi.org/10.1086/209122

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