The Effects of Program Responses on the Processing of Commercials Placed at Various Positions in the Program and the Block

The aim of this study was to test if valence and intensity dimensions of responses to general programming affect commercial processing in everyday life.

The Effects of Program Responses on the Processing of Commercials Placed at Various Positions in the Program and the Block

Marjolein Moorman University of Amsterdam

Peter C. Neijens University of Amsterdam

Edith G. Smit University of Amsterdam

The study on the...