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...