Abstract
This study explores the role that product involvement plays in Super Bowl advertising effectiveness. As one of the most popular television programs in the United States, Super Bowl has long been the focus of advertisers’ concern. It also attracts more and more attention from advertising researchers due to its naturalistic context. Effective variables such as length, frequency and serial position that contribute to the success of Super Bowl advertisements have been detected in previous literature. However, few studies considered product involvement’s role in terms of information processing model. Therefore, based on a twelve-year longitudinal dataset, this research attempts to test moderating effect of product involvement from heuristic and systematic model perspective. Findings from quasi-experiment showed that changing commercials’ length, frequency and serial position is more effective for low-involvement products than for high-involvement products. Theoretical and practical implications were discussed.
| Original language | English |
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| Publication status | Published - 26 May 2014 |
| Event | 64th Annual International Communication Association Conference, ICA 2014: Communication and the Good Life - Seattle, United States Duration: 22 May 2014 → 26 May 2014 https://convention2.allacademic.com/one/ica/ica14/ |
Conference
| Conference | 64th Annual International Communication Association Conference, ICA 2014 |
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| Country/Territory | United States |
| City | Seattle |
| Period | 22/05/14 → 26/05/14 |
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