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Demographic Congruency, Advertisements, and Television Shows: The Effect of Advertisement Viewing on Television Show Evaluation

Saks, Jeremy M.
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1386155716

Abstract Details

2013, Master of Science (MS), Ohio University, Journalism (Communication).
This thesis examines demographic congruency between television shows and advertisements and the effects that it has on program evaluation. Two groups of college- aged participants watched the same popular television show for their age group but some saw commercials targeted at them while others saw advertisements for products and services for elderly people. Theoretically based on Mandler's discrepancy/evaluation theory, results showed that individuals exposed to demographically incongruent advertisements explicitly evaluated the television show less favorably than those that saw congruent commercials. Additionally, an implicit associations test found marginally significant and contrasting results where the demographically incongruent advertisements led to a higher liking among those who viewed them along with the show. The results, as well as potential explanations, are discussed.
Carson Wagner, PhD (Committee Chair)
Jatin Srivastava, PhD (Committee Member)
Hans Meyer, PhD (Committee Member)
63 p.
Communication; Experimental Psychology; Experiments; Journalism; Marketing; Mass Communications; Mass Media; Psychology; Social Psychology
television; advertising; demographics; congruency; incongruency; experiment; Mandler; expectancy; disconfirmation

Recommended Citations

Citations

  • Saks, J. M. (2013). Demographic Congruency, Advertisements, and Television Shows: The Effect of Advertisement Viewing on Television Show Evaluation [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1386155716

    APA Style (7th edition)

  • Saks, Jeremy. Demographic Congruency, Advertisements, and Television Shows: The Effect of Advertisement Viewing on Television Show Evaluation. 2013. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1386155716.

    MLA Style (8th edition)

  • Saks, Jeremy. "Demographic Congruency, Advertisements, and Television Shows: The Effect of Advertisement Viewing on Television Show Evaluation." Master's thesis, Ohio University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1386155716

    Chicago Manual of Style (17th edition)

ohiou1386155716
583
© 2013, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.