Investigating the impact of television advertisement image quality on telepresence, attitude towards brands and purchase intentions

Cheryl Campanella Bracken ^[1]
1. [1] Cleveland State University
  
  Cleveland State University
  
  City of Cleveland, Estados Unidos
Localización: International Journal of Digital Television, ISSN-e 2040-4190, Vol. 5, Nº. 2, 2014, págs. 137-147
Idioma: inglés
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Resumen
- In an experiment manipulating the image quality of television ads, 127 participants watched television commercials in either high or low image quality. The participants rated each ad for their attitude towards the ad and purchase intentions. Additionally, sensations of telepresence and transportation were assessed. The participants who viewed the ads in higher image quality reported more positive attitudes towards the brands, and higher levels of telepresence. The implications are discussed.