Universität zu Köln

Becker, Maren ORCID: 0000-0003-0805-6167, Scholdra, Thomas P., Berkmann, Manuel and Reinartz, Werner J. (2023). The Effect of Content on Zapping in TV Advertising. J. Mark., 87 (2). S. 275 - 298. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

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Abstract

Consumers who are uninterested in or annoyed by a TV ad may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance of ads by changing the channel-known as zapping-is potentially a major concern for both advertisers and broadcasters. In two studies, the authors investigate whether and why ad content drives or mitigates zapping and develop a conceptual framework linking multiple content factors to psychological reactions that then affect zapping. They test the content-zapping relationship by drawing on a data set reflecting the zapping behavior of over 2,500 German television viewers combined with advertising data and content information for 1,315 spots representing 308 brands from 96 categories. The results of the first study show that ad creativity is associated with less zapping, whereas a strong information focus and a prominent or early integration of branding elements are associated with more zapping. The findings also reveal that the effects differ significantly for products with a utilitarian (vs. hedonic) consumption purpose and for search (vs. experience) goods. The results of the second study show that irritation (determined by feeling, e.g., annoyed, offended, or overwhelmed), relative to enjoyment, acts as the central mechanism in explaining why ad content affects zapping.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Becker, Maren UNSPECIFIED orcid.org/0000-0003-0805-6167 UNSPECIFIED Scholdra, Thomas P. UNSPECIFIED UNSPECIFIED UNSPECIFIED Berkmann, Manuel UNSPECIFIED UNSPECIFIED UNSPECIFIED Reinartz, Werner J. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-672873
DOI:	10.1177/00222429221105818
Journal or Publication Title:	J. Mark.
Volume:	87
Number:	2
Page Range:	S. 275 - 298
Date:	2023
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7185
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language TELEVISION COMMERCIALS; AD CONTENT; HUMOR; ADVERTISEMENTS; INFORMATION; ATTENTION; DETERMINANTS; DIMENSIONS; PREDICTORS; PLACEMENT Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/67287