A lot of people watch political debates on TV. Which means great opportunities for advertisers. But an ad for an island getaway or ___1___ cuisine will only sound ___2___ if the viewer agrees with the candidate they are watching. That’s according to a study in the Journal of Consumer Research. [Alison Jing Xu and Robert S. Wyer, Jr., "The Role of Bolstering and Counterarguing Mind-Sets in Persuasion"]

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.

【視聽版科學(xué)小組榮譽(yù)出品】
exotic appealing persuasive communication with a preference for cognitive
很多人在電視上看政治論戰(zhàn)，這無(wú)形之中為廣告商提供了巨大的商機(jī)。據(jù)《消費(fèi)者研究》雜志報(bào)導(dǎo)，要是觀眾支持某位候選人的話，海島游、異國(guó)烹飪的廣告都會(huì)變得誘人。 研究人員對(duì)265位參與者進(jìn)行了各種形式的“推銷”，然后讓他們對(duì)旅游景點(diǎn)、汽車、食物等廣告作出評(píng)價(jià)。 一項(xiàng)實(shí)驗(yàn)中，研究人員讓參與者觀看兩位候選人的辯論或是一位政客就經(jīng)濟(jì)發(fā)表的演說(shuō)。某候選人的支持者對(duì)其反對(duì)的候選人抵觸強(qiáng)烈；而政治獨(dú)立者在觀看辯論時(shí)也表現(xiàn)出反感情緒。 這項(xiàng)研究還發(fā)現(xiàn)，這種反感情緒也會(huì)影響其對(duì)隨后廣告的評(píng)價(jià)。 由此我們可以了解到，廣告前后的節(jié)目?jī)?nèi)容會(huì)影響觀眾對(duì)廣告的評(píng)價(jià)。所以吧，就算廣告看上去不錯(cuò)，就如同寶石：就看你怎么布置了~