How Do Consumers Respond to Storylines in Television Advertisements? A Principal-Components Analysis Tool Helps Decipher Moment-to-Moment Evaluations

Marketers and advertisers long have searched for new and more powerful ways to measure the effectiveness of advertising.

How Do Consumers Respond To Storylines in Television Advertisements? A Principal-Components Analysis Tool Helps Decipher Moment-to-Moment Evaluations

Jennifer L. Burton

High Point University

Leigh McAlister and Wayne D. Hoyer

McCombs School of Business

Management slant

  • Applying principal-components analysis to consumers' moment-to-moment evaluations of television advertisements allows researchers to discover divergence in consumer response and tie this divergence to executional elements of advertisements.
  • Examining the rotated component matrix will indicate exactly which moments of the advertisement are causing divergence in consumer response and the extent of this divergence.
  • Regressing principal-component scores against consumer demographics allows researchers to determine whether...

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