科学60秒:影响广告效益的神奇因素
Two-hundred-sixty-five people were exposed to forms of ___3___ and then asked to rate advertisements for vacation spots, cars or food.
In one experiment, participants either viewed a debate between two political candidates or watched one politician speak about economics. Study subjects ___4___ one candidate reported negative reactions while watching the speaker they opposed. And political independents developed negative feelings while they watched the debate.
And the study found that such negative feelings decreased a subject’s opinion of a subsequent ad.
The research provides insight into how our ___5___ responses to an ad can be influenced by the context in which a viewer experienced the ad. So even though an advertisement may look good, it’s like a gemstone: the setting counts.
【视听版科学小组荣誉出品】