search query: @indexterm FOOTBALL / total: 77
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| Author: | Newell, S. J. Henderson, K. V. Wu, B. T. |
| Title: | The effects of pleasure and arousal on recall of advertisements during the Super Bowl |
| Journal: | Psychology & Marketing
2001 : NOV, VOL. 18:11, p. 1135-1153 |
| Index terms: | ADVERTISING EFFECTIVENESS EMOTIONS FOOTBALL SPORTS INDUSTRY |
| Language: | eng |
| Abstract: | This study investigates whether pleasure and arousal levels of viewers watching sports program affect advertisement recall. The results suggest that programs that evoke strong emotional reactions, such as the Super Bowl, may inhibit the recall of advertisements and brands. |
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