When new commercials do not meet expectations

• Autores: Chingching Chang
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 4, 2014, págs. 359-370
• Idioma: inglés
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• Resumen

  • The present research investigates whether a brand's prior commercials create expectations against which consumers compare its new commercials. Extending the expectation�disconfirmation paradigm, this article proposes that the degree to which consumers� expectations are disconfirmed affects their attitudes toward a new commercial, which then influence their brand attitudes. Studies 1, 2, and 3 tested these predictions by exploring consumers� expectations with regard to creativity, humor, and specific ad features (e.g., spokescharacters) in new commercials. The findings support the predictions; both value-laden and value-neutral expectations exert the proposed influences.