Akyamaç Orkide, Oner-Ozkan Bengi
Department of Psychology, Middle East Technical University, Ankara, Turkey.
Psychol Rep. 2006 Apr;98(2):355-66. doi: 10.2466/pr0.98.2.355-366.
Need for continuity of a television program was assessed with attitude toward and recall of advertisements. The program continuity was manipulated experimentally by presenting one music video program as Top 10 (continuous) or as Regular (discontinuous) format. General attitude toward commercials and the belief in advertisement-product realism were investigated through the commercials with continuous and discontinuous formats of the same program. Data were gathered from undergraduates (23 men and 68 women) whose mean age was 20.2 yr. (SD=2.5). Analyses indicated continuity was not related to their attitude towards embedded commercials but was associated with their recall. Implications were discussed.
通过对广告的态度和回忆来评估电视节目的连贯性需求。通过将一个音乐视频节目以十大热门（连续）或常规（不连续）形式呈现，对节目连贯性进行了实验性操控。通过同一节目连续和不连续形式的广告，调查了对广告的总体态度以及对广告产品真实性的信念。数据收集自平均年龄为20.2岁（标准差 = 2.5）的本科生（23名男性和68名女性）。分析表明，连贯性与他们对嵌入式广告的态度无关，但与他们的回忆有关。文中讨论了相关影响。
