The Context Influence Model (CIM)Context cues in commercials make the difference

Emma Rodero; Sara Vinyals-Mirabent; Isabel Rodríguez de Dios; Olatz Larrea

doi:10.31921/doxacom.2801

Authors

Emma Rodero Pompeu Fabra University https://orcid.org/0000-0003-0948-3400
Sara Vinyals-Mirabent Autonomous University of Barcelona https://orcid.org/0000-0001-7120-6039
Isabel Rodríguez de Dios University of Salamanca https://orcid.org/0000-0003-2460-7889
Olatz Larrea University of Barcelona https://orcid.org/0000-0002-6194-6401

DOI:

https://doi.org/10.31921/doxacom.2801

Keywords:

attitude toward the ad, purchase intentions, brand commitment context, involvement context

Abstract

The COVID-19 pandemic modified consumers’ lives, but advertising did not reflect this change. Preliminary studies have found that commercials do not show anti-COVID measures, and this lack of pandemic references in advertising could affect the consumers’ response. However, no empirical research has examined this aspect. Hence, this study analyzes how including COVID references in commercials affects consumers’ attitude toward the ad, purchase intention, and brand commitment. Other variables, such as the modality of the ad and the involvement with the pandemic, are also considered. A 3 by 2 online experiment was conducted with 1050 consumers. Results showed that including COVID references improved the attitude toward the ad and increased the perception of brand commitment to the pandemic and purchase intentions, although, in the last case, with no significant differences. The results suggest that ads should include references to the current context to enhance consumer response. Therefore, the implication of the study extends beyond the pandemic context in which it is conducted.

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Author Biographies

Emma Rodero, Pompeu Fabra University

Emma Rodero is a researcher and professor in the Department of Communication at Pompeu Fabra University (Spain), PhD. in Communication, PhD. in Psychology, Master in Pathology of Voice and Master in Psychology of Cognition. She is the director of the Media Psychology Lab at UPF and the CCLab (oral communication skills) at Barcelona School of Management. She is the author of more than ten books and fifty scientific papers about cognitive processing of voice, prosody, advertising, and audio. In her lab, she uses psychophysiological methods to study how individuals process information. She is the coordinator of the research group Communication, Advertising and Society (UPF).
Sara Vinyals-Mirabent, Autonomous University of Barcelona

Sara Vinyals-Mirabent, Ph.D, is a lecturer at the Department of C Advertising and Public Relations, Autonomous University of Barcelona. Her research interests are centered on the areas of persuasive communication, advertising, and branding, holding a particular interest for place branding. She has published articles in distinguished international journals, such as Tourism Management and Journal of Destination Marketing & Management.
Isabel Rodríguez de Dios, University of Salamanca

Isabel Rodríguez de Dios is an Assistant Professor at the Department of Sociology and Communication at the University of Salamanca. Her research interests include, but are not limited to, communication effects, media psychology, and adolescents and social media. Dr. Isabel Rodríguez-de-Dios has published articles in distinguished international journals, such as Computers in Human Behavior, International Journal of Communication, and Group Processes & Intergroup Relations.
Olatz Larrea, University of Barcelona

Olatz Larrea is a lecturer researcher and professor at the Department of Philology and Communication at University of Barcelona. Her research career is mainly focused on the study of sound messages on audiovisual media. Her research interests are linked to the analysis of human responses to media exposure, more specific to the analysis of cognitive processes of mediated messages.

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