Divided Attention and Television Commercials: An Experimental Study

To test the distraction hypothesis of Festinger and Maccoby, an experiment was conducted in which subjects were shown a videotape containing a television commercial. They were visually or behaviorally distracted during the exposure. The results show that visual and behavioral distractions interfered...

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Bibliographische Detailangaben
Veröffentlicht in:	Journal of marketing research 1968-05, Vol.5 (2), p.203-205
Hauptverfasser:	Venkatesan, M., Haaland, Gordon A.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand names Brands Commercials Communication Communications Marketing Mobile communications Public opinion Subliminal advertising Television advertising Television commercials Television viewers Television viewing
Online-Zugang:	Volltext
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Beschreibung
Zusammenfassung:	To test the distraction hypothesis of Festinger and Maccoby, an experiment was conducted in which subjects were shown a videotape containing a television commercial. They were visually or behaviorally distracted during the exposure. The results show that visual and behavioral distractions interfered with recall of the brand name and product type.
ISSN:	0022-2437 1547-7193
DOI:	10.1177/002224376800500209