Hedonic Contamination of Entertainment: How Exposure to Advertising In Movies and Television Taints Subsequent Entertainment Experiences
Cristel Antonia Russell
American University, Washington, DC
Dale Russell
Uniformed Services University
Andrea Morales
Arizona State University
Jean-Marc Lehu
Université Paris 1 Panthéon-Sorbonne
MANAGEMENT SLANT
- Marketing messages in and around the entertainment content contaminate the hedonic experience.
- Exposure to advertising makes consumers more negative about product placements in subsequent entertainment content.
- People exposed to commercials before a show enjoy the overall experience less, give a movie fewer rating stars, and even enjoy their concessions less than those who watch a show without commercials.
- Eye...