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more than 90 percent watched certain ads because they found them
interesting. 57 Another study
found that consumers were more likely to continue watching TV ads
that were highly
entertaining.58
Information Quantity Finally, information quantity represents the
number of cues in the
stimulus field. Cues can relate to the features of the brand itself,
typical users of the brand,
typical usage situations, and so on. This information can be provided
on packaging, in displays,
on websites, and in ads.
Information helps consumers make decisions. But is more information
better? In advertising,
the answer is that it depends on a number of factors, including the
media used. In print
advertising, information appears to attract attention, while in TV
advertising, information
appears to reduce attention. One explanation is that increases in
information quantity in TV ads
quickly lead to information overload since (unlike the situation with
print ads) consumers have
no control over the pace of exposure.59 Information overload occurs
when consumers are
confronted with so much information that they cannot or will not
attend to all of it. The result
can be suboptimal decisions.60 ILLUSTRATION 8-6 Consumers
have emotional responses to or interpretations o f ads as well as
cognitive ones. This ad is
likely to produce an emotional or feeling response in many members
of its target audience.
Affective interpretation is the emotional or feeling response triggered
by a stimulus such as
an ad. Emotional responses can range from positive (upbeat, exciting,
warm) to neutral
(disinterested) to negative (anger, fear, frustration). Like cognitive
interpretation, there are