Hedonic contamination of entertainment: How exposure to advertising in movies and television taints subsequent entertainment experiences

Cristel Antonia Russell, Dale Russell, Andrea Ketcham, Jean Marc Lehu

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment. Study 1 showed that exposure to in-theater commercials led to more negative attitudes toward product placements in the feature movie and reduced overall enjoyment of the movie. Study 2 implemented an eye-tracking experiment showing that advertising exposure increased eye fixations on product placements in a subsequent television episode. Study 3 identified the activation of persuasion knowledge as the underlying process driving hedonic contamination. The collective results suggest new research directions for understanding the interplay between advertising exposures and how consumers respond to subsequent entertainment content and marketing messages.

Original languageEnglish (US)
Pages (from-to)38-52
Number of pages15
JournalJournal of Advertising Research
Volume57
Issue number1
DOIs
StatePublished - Mar 1 2017

ASJC Scopus subject areas

  • Communication
  • Marketing

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