Feature in JAR: Extending Media Context Effects-Bidirectional Emotional Carryover Using Galvanic Skin Response
Drawing on biometric and self-reported data from viewers in four countries, this study examines the bidirectional relationship between media context and advertising, offering insights into audience emotion, ad effectiveness and the unique role of sports programming. Read the full article in the Journal of Advertising Research. Extending Media Context Effects: Bidirectional Emotional Carryover Using Galvanic […]
SRC Presents New Findings on Advertising Context at ARF AudiencexScience 2026
At Advertising Research Foundation (ARF) AudiencexScience 2026 in New York City, during the March 18 and 19 program, one theme came into sharper focus: context is not neutral. It actively shapes outcomes. In the session, “Context: Alignment and Relevance, Context Effects and Reverse Context Effects,” the Medill Spiegel Research Center at Northwestern University partnered with […]