Hedonic Contamination of Entertainment: How Exposure to Advertising In Movies and Television Taints Subsequent Entertainment Experiences
Cristel Antonia Russell, Dale Russell, Andrea Morales and Jean-Marc Lehu
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...
