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When New Commercials Don’t Meet Expectations

A paper published in the Journal of Advertising examines whether a brand’s prior commercials create expectations against which consumers’ measure subsequent ads from that brand. Findings indicate that prior advertising performance might affect the effectiveness of new ads.

“If a brand’s prior commercials are creative or humorous, consumers expect its new commercials to be creative or humorous too. If its prior commercials feature a specific spokescharacter, they expect to find the spokescharacter again in new commercials. If a new commercial is not as creative or humorous as expected or fails to feature a specific spokescharacter, participants generate less favorable attitudes toward the new commercial, which further decreases their brand attitudes. In an extension of prior consumer literature, this study shows that the influence of expectations holds for both value-laden and value-neutral advertising elements.”



Read the abstract.

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