Department of Advertising

Context Effects

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BIBLIOGRAPHY:

As this web site develops, in the space below we will provide a bibliography of articles and books relevant to this topic. To the extent practical, bibliographic references will be annotated.

Anyone interested in submitting additional bibliographic material for this reference page, or for any of the others at this site, is welcome to send such material via e-mail to jef@mail.utexas.edu. Please type the references in the same format as is used here, and keep the annotations to a few sentences.

1. David W. Schumann (1987). Failure to Account for the Effects of 'Filler Ads': An Unexplored Concern for Advertising Researchers. Proceedings of the 1987 Convention of the American Academy of Advertising, Florence G. Feasley (ed.): R83-R85.

   The paper raises the issue of the effects of manipulated factors in the experimental ads confounding with filler ads or other ads surrounding them. To address the issue, an empirical investigation is conducted with a sample of college students using experimental ads with varying levels of argument strength and a group of filler ads developed professionally or by amateurs. The findings demonstrate that an element of one ad can influence a viewer's attitude toward other products he/she sees within the viewing environment. Results are discussed in the context of what is known as "contrast" effect in psychology.

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© 1995, 1996, 1997 Jef I. Richards
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