The Effects of Advertising Context on Consumer Responses
Year
1991
Author(s)
Amna Kirmani, Youjae Yi
Journal
Advances in Consumer Research
Volume
18
Pages
414-416
This paper provides a summary of a special topic session organized to address how consumers' responses can vary as a function of advertising context. The papers presented in this session provide theoretical frameworks that can be useful for investigating the processes in which affective and cognitive ad context influence consumers' responses to advertisements. The theoretical and practical implications of advertising context effects are also discussed.