News & Events

Wang Co-Authored Advertising Study

Companies pay top dollar to get advertisements in "premium" spots near the end of TV programs. But that system may not work so well after all. A new study finds that the more consumers are absorbed in the narrative flow of a story, the more likely they are to resent the ads that disrupt it. A new study in the September issue of the Journal of Consumer Research shows that the more consumers are absorbed in the narrative flow of a story-a process known as "transportation"-the less likely they are to respond positively to advertisements. "Media create the audience for most advertising. Consumers come to a medium for its content," explains Bobby Calder of the Kellogg School of Management and JING WANG of the University of Iowa. "If the ad interrupts the transportation experience, this in itself creates a negative experience associated with the ad."


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