the best to show them and how to stimulate consumer's mental processing of advertising (Ohme et al. 2009). This way, companies try to improve ad recall, attitude toward the brand and purchase intention, which are known as advertising effectiveness variables (Till and Baack 2005). … Figure 1. Graphical description of sequences employed for hypothesis test: (1) condition, (2) Pre-arousal condition, (3) High arousal condition, (4) Far from arousal condition. Table 1. Summary of studies conditions, hypotheses and results. Conditions and Dependent Study Proposed effect Result graphs variable Post-arousal (Graph1) vs. Study 1 Pre-arousal H1a Brand recall Higher in Supported (Graph 2) post-arousal H1b Ad recall Not significant Supported difference Study 1 High arousal peak H2a Brand recall Higher in Supported (Graph 3) post-arousal H2b Ad recall Not significant Supported difference Study 2 Far from arousal H3a Brand recall Higher in Not supported (Graph 4) post-arousal H3b Ad recall Not significant Supported difference Acknowledgments: The authors gratefully acknowledge the financial support …. References Aaker, D. A., D. M. Stayman, and M. in advertising: R. Hagerty. 1986. “Warmth Measurement, impact, and 12 sequence effects.” Journal of Consumer Research (4): 365-381.
the best to show them and how to stimulate consumer's mental processing of advertising (Ohme et al. 2009). This way, companies try to improve ad recall, attitude toward the brand and purchase intention, which are known as advertising effectiveness variables (Till and Baack 2005). … Figure 1. Graphical description of sequences employed for hypothesis test: (1) condition, (2) Pre-arousal condition, (3) High arousal condition, (4) Far from arousal condition. Table 1. Summary of studies conditions, hypotheses and results. Study Conditions and graphs Dependent variable Proposed effect Result Post-arousal (Graph1) vs. Study 1 Pre-arousal (Graph 2) H1a Brand recall Higher in post-arousal Supported H1b Ad recall Not significant difference Supported Study 1 High arousal peak (Graph 3) H2a Brand recall Higher in post-arousal Supported H2b Ad recall Not significant difference Supported Study 2 Far from arousal (Graph 4) H3a Brand recall Higher in post-arousal Not supported H3b Ad recall Not significant difference Supported Acknowledgments: The authors gratefully acknowledge the financial support …. References Aaker, D. A., D. M. Stayman, and M. R. Hagerty. 1986. “Warmth in advertising: Measurement, impact, and sequence effects.” Journal of Consumer Research 12 (4): 365-381.
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