Hedonic Contamination of Entertainment: How Exposure to Advertising In Movies and Television Taints Subsequent Entertainment Experiences

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.

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

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