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Family life strongly influences consumer response to television advertising

Date:
January 15, 2013
Source:
Journal of Consumer Research, Inc.
Summary:
Family interaction and everyday activity strongly influence how television advertisements are experienced and interpreted at home, according to a new study.

Family interaction and everyday activity strongly influence how television advertisements are experienced and interpreted at home, according to a new study in the Journal of Consumer Research.

"It is common to link advertising viewing at home to increased levels of materialism and domestic tension stemming from 'pester power' (children getting parents to buy something by asking for it repeatedly until they get it). While these are serious issues, we have found that creative and skilled viewers of television advertising in the family living room can overturn and personalize commercial advertising meanings for family and household benefit," write authors Laknath Jayasinghe and Mark Ritson (both University of Melbourne).

The authors placed video cameras in the living rooms of eight suburban family homes to study viewer behavior during television advertising breaks. They followed up with family group interviews where these consumers were shown excerpts of their recorded advertising response behavior and asked to comment and provide deeper context to their behavior.

The authors consider advertising response from a viewer-centered perspective, cautioning against conceptions of advertising response, engagement, and interpretation organized solely through broadcast media contexts and from a message processing perspective. The normal and routine situations and contexts that motivate advertising experiences, responses, and engagement at home are uncovered in precise detail and demonstrated to significantly impact the process of advertising response and engagement. They also locate the presence of family interaction during the television program break, which challenges traditional perspectives of audience behavior in studies of advertising response.

"Companies should consider how family interaction, media multitasking, and the place and time of viewing impact the ways consumers watch and engage with television ads. They should also recognize that the same ad may be engaged with and interpreted differently at different times due to varying household interactions and activities that impact how it is viewed," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Laknath Jayasinghe, Mark Ritson. Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room. Journal of Consumer Research, 2012; 000 DOI: 10.1086/668889

Cite This Page:

Journal of Consumer Research, Inc.. "Family life strongly influences consumer response to television advertising." ScienceDaily. ScienceDaily, 15 January 2013. <www.sciencedaily.com/releases/2013/01/130115143818.htm>.
Journal of Consumer Research, Inc.. (2013, January 15). Family life strongly influences consumer response to television advertising. ScienceDaily. Retrieved September 17, 2014 from www.sciencedaily.com/releases/2013/01/130115143818.htm
Journal of Consumer Research, Inc.. "Family life strongly influences consumer response to television advertising." ScienceDaily. www.sciencedaily.com/releases/2013/01/130115143818.htm (accessed September 17, 2014).

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