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Emotive Content in TV Advertising Does Not Increase Attention

Emotive creativity is generally believed to facilitate communication by increasingattention. However, during relaxed TV viewing, psychology suggests we may pay lessnot more attention to emotive ads. An experiment conducted in a realistic viewingenvironment found that ads that were high in emotive content correlated with a 20percent lower level of attention and that attention toward these ads was unlikelyto decline on repeat viewing. This supports the idea that TV advertising is notsystematically processed but is automatically processed in response to the stimulipresented. We speculate that emotive creativity may benefit brand TV advertising bylowering attention and inhibiting counter-argument.

content
INTRODUCTION
HOW TV ADVERTISING WORKS—THE CONVENTIONAL VIEW
LEARNING FROM PSYCHOLOGY
Definition of Terms
Emotive Content and Attention
Processing of Emotive Content
HYPOTHESIS DEVELOPMENT
MEASURING ATTENTION
Background
Eye Movement
EXPERIMENT
Method
move their head and body if they wis
Stimuius Materiai
 ing. No other instruction
Researcii Materiais
Control Variables
Manipulation Checks
Coding Procedure
Regression Results

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