the child’s attitude towards the advertising message...

Scientific Papers (www.scientificpapers.org) Journal of Business Management and Applied Economics

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Vol. III, Issue 2 March 2014

The Child’s Attitude towards the Advertising Message: Effects of

the Mood Induced by the Programming Context and of the

Position of the Advertisement on the Screen

Authors: Fatma Besbes Khouaja, Higher Institute of Management of Tunis,

[email protected]; Rim MEZIOU, URAM, FSEG – Tunis, mziourim @yahoo.fr

Despite the importance of research works conducted in the field of marketing and children, only a few of

them have examined the effects of the television programming context on the persuasion process. Our

research aims to fill this gap by trying to understand the way and the direction in which the mood induced

by a media context and the position of the advertisement in the advertising sequence impact on the

attitude towards the surrounding advertisements. To test the research hypotheses, an experimental design

was used in which we manipulated the "Position of the advertisement on the screen". The outcome of the

experiment confirms the role played by the media context in the shaping of the attitude towards the

advertisement. They show that the mood stimulated by the television program in an audience of children

positively affects their attitude towards the advertisement placed in this program. However, this effect

alters according to the position occupied by the advertisement in relation to the other advertisements of

the screen. The theoretical and managerial implications of these findings will be presented in this paper.

Keywords: Attitude toward the advertising message; Child; Media context; Mood induced by the media

Context; Position of the advertisement on the screen

Introduction

Although the child holds a privileged

relationship with television as a mass medium -

as he is becoming more and more enthusiastic

about television, and at an ever younger age

(Dagnaud, 2007; Lurçat 1995) - only a few

reflections on this young market have been

devoted to the effects of the context of

television programming on the persuasion

process (Prasad and Smith, 1994; Pecheux and

Derbaix, 2003; Pecheux et al., 2006). The few

studies conducted on the topic were mainly

interested in the role of emotional states raised

by the media context in accounting for the

effectiveness of advertising (see Besbes and

Achouri, 2013 for a review of the literature). To

make up for the scarcity of the literature

relevant to this research theme on the one

hand, and in accordance with the suggestions of

previous research works on the other hand, our

investigation takes into consideration the

emotional response to the television program.

This article aims to test the effect of the mood

induced by the context of the insertion of the

advertisement on the shaping of young viewers’

attitude towards this message, depending on

the position of the advertisement in the

advertising sequence.

This research work will focus on two

main objectives. The first will be to test the

process by which a television program

influences the inserted advertisement through

the examination of the role of the mood

prompted by the program in influencing

attitudes towards the advertisement. A major

ambition of this research is to highlight a

possible assimilation process between the mood

stimulated by the program and Aad. The second

objective is to examine the circumstances of the

effect of the program on the inserted

advertisement. This will lead us to consider the

moderating role of a situational variable,

namely the position of the advertisement on the

The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen

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advertising screen. Following a review of the

literature and an exploratory research

conducted on a group of four Tunisian media

planners, this variable was judged as relevant to

the study of the effect of the media context. The

persons involved in the study have expressed

their urgent need to know where to best insert

their advertising messages.

From an academic point of view, this

work will clarify an area of research that is not

well investigated in the field of children

marketing. It is the effect of the media context

on advertising effectiveness. In terms of

managerial implications, such a study will

primarily interest media planners. It should

assist them in their choices regarding the

purchase of advertising space and help them to

check the validity of the ongoing practices

concerning the insertion of advertisements.

The article is structured as follows.

First, we will provide the details of the

conceptual framework, the hypotheses and the

research model. We then present the research

methodology. The subsequent two sections will

be devoted to the presentation and the

discussion of the finding. The final section of

this work will deal with the implications, the

limitations and the future research prospects.

Theoretical Development and Hypothesis

Attitude toward the Advertising (Aad)

The importance of the attitude towards the

advertisement needs no more evidence. All the

research works examining this construct with

children concluded on its central role in the

process of advertising persuasion (Moore-Shay

and Lutz, 2000; Phelps and Hoy, 1996; Pecheux

and Derbaix, 2002; Derbaix and Bree, 1997).

They proposed this role as a mediator of

reactions to the advertisement, which has an

impact on the attitude towards the brand and

purchase intentions. The attitude towards the

advertisement can be defined as "the attitudinal

reaction to a particular advertisement during

exposure to this advertisement and / or

immediately after it" (Derbaix, 1993).

Mood induced by the Media Context and

Attitude toward the Advertisement

The definition of mood that we are using in this

work is inspired from the definitions of Isen

(1984) and Derbaix and Pecheux (1999). Hence,

the mood generated by a program would be

"the mild emotional state experienced by the

young viewer during his exposure to this

program".

A wide panel of theories has been

proposed by scientists that specify how the

emotional response to the program impacts on

the processing of inserted commercials (see

appendix 1). We divided the listed theories into

four categories. The first and most firmly

supported by prior research works confirms

that the affect generated by a program will

influence the assessment and judgment of the

advertisements in a manner that is congruent

with the mood initiated by the exposure to this

program (the Mood Congruency/Accessibility

Hypothesis, the Classical Conditioning Process,

the Halo Effect, and the Heuristic Effect). The

second category is based on the negative effect

or the effect of contrast. Some studies

defending processes that are different from the

process of affect transfer found that a positive

mood weakens the processing of

advertisements; where as a negative mood

improves it (the Cognitive Capacity Theory,

Feeling-as-Information Theory, and Mood

Repair Theory). A third category yielded mixed

results. Unlike the theories listed above, which

prove that the affect induced by the context

could have a positive effect (assimilation) or a

negative one (contrast) on the evaluation of the

advertisements placed in this context, other

theories state combined results (i.e according to

the situation, the impact of the program on the

advertisement could be favorable or

unfavorable). These theoretical models have

highlighted a number of moderating variables,

related to the advertisement and to the

individual, and intervening between the affect

generated by the program and the evaluation of

the advertisements inserted in it (Selection-

Treatment Model, Mood Coherence Theory).

Finally, a last category (which does not really

correspond to a theory but is rather an


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empirical result) concluded that there is no

direct effect of the moods triggered by the

media context on the evaluation of

advertisements delivered within this context.

They proved the existence of a mediating

variable called “Program Appreciation”.

Unlike the literature related to adults,

which yielded conflicting results, the literature

devoted to children confirmed a direct and

congruent impact of the emotional reactions to

the program on the evaluation of the

advertisement placed within this program (see

appendix 2). So, we assume that:

Hypothesis 1: The higher the valence of the

mood generated by the television program, the

more favorable the child's attitude towards the

advertisement interrupting this program.

Mood induced by the Media Context, Position of

the Advertisement on the Screen and Aad

The position of the advertisement on the

advertising screen is defined as "the timing of

the broadcasting of the advertisement in the

advertising sequence." Indeed, an

advertisement can appear at the beginning (in

the first position of the screen), in the middle

(central positions of the screen) or in the end

(last position of the screen).

Previous adult-centered research works

reported that the effect of the program

surrounding an advertisement on its

effectiveness is moderated by the position of

the advertisement in the advertising break. We

identified mixed results (see appendix 3). First

those reported by Goldberg and Gorn (1987),

which reflect a stronger impact of the emotions

induced by the program on the recalling of the

first and last advertisements on the screen ( the

variable " attitude towards the advertisement "

has not been considered by researchers ). The

second type of results has shown a link between

the intensity of emotions generated by the

program and Aad that is significantly stronger

in the case of advertisements placed in the

middle of the screen as compared to others

(Mattes and Cantor, 1982). Finally, the set of

results confirms the total absence of interaction

effect between the feelings induced by the

program, the position of the advertisement and

Aad (Murry, Singh and Lastovicka, 1992).

Given the lack of works dealing with

this variable with children on the one hand and

the lack of consensus on this issue on the other

hand, we do not rule on the meaning of

moderation. Therefore, we favour the following

hypothesis:

Hypothesis 2: The position of the advertisement

in the advertising screen moderates the

relationship between the mood induced by the

program and Aad.

Conceptual Model of the Research

The conceptual model of the research

summarizes the hypotheses developed (see

figure 1)

Figure 1: The impact of the mood generated by

the TV program and the position of the

advertisement on the screen on Aad

Methodology

Measures

We made very rigorous methodological choices

so as to adapt the two variables of the

theoretical model to the Tunisian context (see

appendix 4).

Mood Construct:

The mood measurement scale used in our

research is the one developed by Derbaix and

Pecheux (1999) (Dimension 1 : Good mood : Just

now, I am in a joyful mood; Just now, have

great fun; Just now, I am happy; Just now, I

The position of the

advertisement on the

screen

The mood

generated by the

TV program

Attitude toward

the advertising

message

H1

H2


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feel like laughing/ Dimension 2 : Bad mood :

Just now, I am feeling sad; Just now, I am

grousing; Just now, I am angry ; Just now, I am

grumbling).

The exploratory factorial analysis of the

mood scale revealed a one-dimensional

construct comprising seven items which we

have validated by AFC . All items contribute

significantly to the definition of the dimension

used (λi > 0.5; SMC > 0.4). The overall

adjustment indices indicate a good fit of the

model to the data collected. The reliability of

the scale is good (rho = 0.957) and its

convergent validity is also satisfactory (0.764)

(see Appendix 5).

Aad Construct:

The Aad measurement scale measured through

a one-dimensional six-item scale, initially

developed by Derbaix, Blondeau and Pecheux

(1999) (I love this advertisement; I find this

advertisement good; I find this advertisement

beautiful; I find this advertisement stupid; I feel

like viewing this advertisement again; This

advertising bothers me).

The exploratory factorial analysis has

allowed us to maintain a five-item structure

(Elimination of the item "This advertising

bothers me") which we validated by AFC. The

quality of the scale representation (λi > 0,5 ;

SMC > 0,4) and its fit to the data are good. The

internal consistency of the scale (0.854) and its

convergent validity (0.503) are also satisfactory

(see Appendix 6).

Subjects

The experiment was conducted in schools. Data

collection was performed on a convenience

sample of 350 children. We have worked with

children aged 10 to 12 who are able to provide

written answers to a questionnaire, who are

also both real prescribers and buyers (Kapferer,

1985; MacNeal, 1987; Bree, 1993), who maintain

strong relationships with brands, and who are

frequently exposed to advertising and TV

programs.

Experiment

Design:

The experimental design consists in

manipulating the position of the commercial in

the advertising screen. The children are

randomly assigned to two experimental

conditions in groups of an average of 20

children. Children in the first condition are

exposed to the advertisement at the beginning

of the screen, while those in the second

condition are exposed to the last advertisement.

Stimuli Selection:

Before pretesting and conducting our

experiment, we selected a TV program and a

product category involving enough children,

and finally a brand and an advertisement that

are unknown to our sample (see Figure 2).

Figure 2: The experimenting process

The advertising screen comprises 4

advertisements. The testing advertisement,

which we can describe as emotional, is placed

either in the first or the last position of the

screen, depending on the experimental

1. Selecting experimental material

Test extracts from TV programs

Selecting an extract from an animated movie Shrek3,

Testing a set of brands

Selecting a brand “ HICI”

Selecting a product category

“JUICES”

Selecting an advertisement

2 Pre-testing the full questionnaire

Pre-test and Modifications

3. Experiment


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condition. Two pieces of audio-visual editing

were devised in an order that allows the

insertion of the advertising screen at the 11th

minute. Each piece lasted between 13 and 14

minutes.

Procedure:

Before the video projection, the disguised

objective of the study is stated. Children will be

informed that they will watch a TV program,

that they will then be asked some questions

about it. No hints will be given to them on the

advertisements. Then the audio-visual editing

that begins with the TV program and ends with

the advertising screen is broadcast. After 9

minutes of exposure to the program, the mood

induced by the program is measured (this task

is done during the course of the film). With the

showing of the advertising screen and at the

end of the first advertisement (or the last one,

depending on the condition), the video

recording is turned off and the question related

to the advertisement, i.e. Aad, is given.

Research Results

To test the hypotheses related to our research

model, we opted for the method of the

structural equation models (Evrard et al., 2009).

Seeing that the distribution of our variables is

not multi-normal, we kept the method of

maximum likelihood and we conducted a

Bootstrap procedure (n = 700) (Didellon and

Valette-Florence, 1996).

Result of Hypothesis H1

The model adjustment indices are acceptable

on the whole and attest to the good quality of

the fit of the theoretical model to the empirical

data (see table 1).

Table 1: CFA: Test of quality of the adjustment

of the structural model to the empirical data.

Adjustment index

CMIN GFI

AGFI

RMR

RMSEA

NFI

CFI

TLI

AIC

CMIN=742,24

0,865

0,836

0,083

0,059

0,893

0,938

0,930

886,244

CMIN/ddl=2,222

DF =334

P = 0,000

Ms 7011,755

The test of the significance of the

model’s relationship shows that the structural

link between the mood induced by the program

and the attitude towards the advertisement is

equal to 0.261. The latter is significant at the

0.05 threshold (t = 2.326 and P = 0.02) (see

Table 3). Hence, hypothesis 1 is confirmed.

Table 2: CFA: Test of the relationship of

structural model

Tested relation Structural

link C.R (P) Resultat

Aad <--- Mood

Program 0,261 2,326 0,02

H1 confirmed

Results of Hypothesis H2

To test hypothesis H2 related to the moderating

effect, a multi-group analysis was implemented.

On the basis of the difference tests of the chi-

square, we confirmed both the stability of the

measurement models according to exposure to

advertising (first-position advertisement vs.

fourth-position advertisement), and the

moderating effect of the variable “the

advertisement’s position on the screen" (CMIN

= 40.589; DF = 6; P = 0.000). Finally, we

examined the direction and power of this

moderation (see Table 3).

Table 3: Standardized regression Coeffcient

Tested relation

First-position advertisement (184)

Fourth-position advertisement (166)

Standardised

Coefficient

CR P

Standardised

Coefficient

CR P

Aad

<-

Mood progr

am -0,043

-0,548

0,583

0,359 4,351

***


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It appears that hypothesis H2 -whereby

the relationship between the mood generated

by the program and Aad is moderated by the

position of the advertisement in the advertising

screen- is checked. Particularly, γ is significant

at the 0.05 threshold and positive (γ = -0.359)

for the group “fourth-position advertisement ",

and not significant for the other group (CR <

1.96, p> 0,05).

Analysis of the Research Results

Effect of the Mood generated by the Program on

Aad

Results show that the mood generated by the

media context has a positive influence on the

attitude of the child towards the advertisement

introduced in the program. Thus, the child

evaluates an advertisement more favorably if

the latter is aired around a television program

instilling a nice mood in him, than around one

bearing a bad mood. This result is consistent

with those of the vast majority of previous

works conducted both on adults (Godberg and

Gorn, 1987; Chattapaday and Mathur, 1991;

Srull, 1983) and on children (Pecheux and

Derbaix, 2003; Prasad and Smith, 1994). The

validation of this hypothesis was expected.

Indeed, according to Piaget's theory, children

aged 8 to 12, i.e. belonging to the concrete

operational stage, are considered to be

emotional beings that rely on their emotions to

assess the environment surrounding them.

Therefore, emotional states are focal in the

behavior of this young target. In our case, the

child uses the affect created by the television

program to evaluate an advertisement that

represents his environment. Besides, this result

derives its legitimacy from theories on the

media context, such as the hypothesis of moods

congruence, the temporary association between

two stimuli, the halo effect and the heuristic

effect, which defend a contamination effect

regarding advertising, caused by the feeling

towards the program that precedes or

surrounds advertising.

Moderating Effect of the Advertisement’s

Position on the Screen

This result, attesting that the positive impact of

the affect induced by the program grows

gradually from the advertisement in the first

position to the one in the fourth position, has

antecedents in the literature. Mattes and

Cantor (1982) have, thus, concluded that, unlike

the expectations of the excitement transfer

paradigm, a program raising a strong emotion

does not lead to an intensification of the

assessments of advertisements positioned at the

beginning and at the end of the advertising

screen (fifth advertisement). Mid-screen

advertisements (third and fourth), however,

may be intensified by the "program’s residual

excitement". According to the authors, the

emotion triggered by the program endures

three phases: during the first phase (the

beginning of the advertising screen), the

audience is aware that it is moved and correctly

attributes its emotion to the source (in our case,

it is the cartoons). In the second phase (mid-

screen advertising), although the audience is

still moved, it is no longer aware of its

condition and incorrectly assigns its emotion to

the advertising following the program. During

the third phase (end of advertising screen), the

audience’s emotion is actually dissipated.

Implications, Limitations and Suggestions for Future Research

Theoretical Contributions

One of the contributions of our study is its

focus on an unexplored field of research in the

area of children marketing. The results we

reached allowed us to have a more detailed

knowledge of the relationship between the

emotional response to the media context and

attitude towards the advertisement. This work,

conducted among Tunisian children, supports

the findings of Prasad and Smith (1994) for

American children and those of Pecheux and

Derbaix (2003) for European children,

according to which it is the process of

assimilation that is best suited for the transfer


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of the feeling states generated by the program

on children's responses to inserted

advertisements. The moderating variable used

in our research has allowed us to understand

the circumstances under which responses to a

program affect the child’s responses to an

advertisement inserted in it. More particularly,

the child’s emotional reaction to a TV program

does not affect his attitude towards advertising

broadcast at the beginning of the screen.

However, his attitude towards advertising

positioned at the end of the screen can be

enhanced by the "mood induced by the

program".

Managerial Contributions

Advertising professionals in Tunisia do not

consider the emotional states induced by a

program among the insertion criteria when

choosing the optimal placement for their

advertising messages. We highly advise them to

do so, though. Indeed, according to our

empirical results, the context in which an

advertisement appears does change the way the

young viewer treats this advertisement. Thus, a

program prompting a bad mood leads to less

favorable attitudes towards advertisements

broadcast during this program. The issues

related to the insertion of advertisements

cannot be addressed relying only on audience

ratings and demographic aspects. An essential

aspect of message processing, namely, the

attitude toward the advertisement, is linked to

the mood that the program builds in the

audience. Hence, there is a deep interest in

seeing the current approach to audience

measurement supplemented by this criterion of

a qualitative nature.

Another important issue of our

research is the relationship between the effects

of position, the effects of media context and

advertising effectiveness. Thus, the empirical

study that we conducted on this issue is, in our

opinion, a real contribution since it justifies the

need to focus interest on the position of the

advertisement on the screen, and to implement

reasonable practices in the placement of

commercials. This is all the more true that

these decisions have consequences in terms of

monetary investment (whether in the first

positions of the screen or at the end of the

screen).

In summary, it is tempting to point out

that to strengthen the positive attitude towards

their advertisements; advertisers should insert

them in the last positions of the screen and in

the middle of programs that stimulate a good

mood in young viewers.

Limitations and Future Research

The conceptualization of the effect of mood

induced by the media context that we propose

is not devoid of failings. We are entitled to ask

questions about the choice of moderating

variables. It would be interesting, for instance,

to consider other moderating variables, such as

involvement in the advertisement, congruence

between the program and advertising, as well as

involvement in the product category.

Methodological limitations mainly concern the

external validity of our research. As we

examined the impact of reactions to the media

context on a single type of television

advertising, "a rather emotional advertising", a

single product category „juice " , and only one

type of media, "television", extending our

results to other stimuli, unused in the study,

would be a particularly recommended track.

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Appendix

Appendix 1: Valence of the affect and advertising efficiency in adults: theoretical and empirical

foundations

Effects on advertisement

Theoretical foundation Empirical foundation

Theories Authors Cognitive reactions

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Emotional reactions

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Positive effect

Mood Congruency/Accessibility Hypothesis

Bower (1981)

Kennedy (1971) Gardner (1985) Bower (1981) Goldberg and Gorn (1987) Mathur and Chattopadhyay (1991) Petty and al. (1993) Aylesworth and Mackenzie (1998) Nahon and Tassi (1998)

Axelrod (1963) Srull (1983) Goldberg and Gorn (1987) Aylesworth and Mackenzie (1998)

Halo Effect Aurifeille (1991)

Heuristic Effect

Schwarz and clore (1988)

Classical Conditioning Process Gorn (1982) Lutz and al. (1983)


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Negative effect

Feelings-as-Information Theory Mackie and Worth (1989)

Isen (1984)

Mackie and Worth (1989)

« Mood Repair » Theory Isen (1984)

Cognitive Capacity Theory Mackie and Worth (1989)

Combined effect

Selection-Treatment Model Schumann and Thorson (1990)

Kamins and al. (1991) Broach and al. (1995)

Mood Coherence Theory Kamins and al. (1991)

No effect Murry and al. (1992)

Coulter (1998)

Appendix 2: Valence of affect and advertising efficiency in children: empirical foundations

Effects on advertisement Cognitive reactions

advertisement Affective reactions

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Positive effect Prasad and Smith (1994) Gunter and al. (2002)

Prasad and Smith (1994) Pecheux and Derbaix (2003) Besbes (2012)

Negative effect Absence of works

Combined effect Absence of works

No effect Absence of works

Appendix 3: Moderating effects of position of the advertisement on the screen: "adult population"

The tested relationships Results and Authors

Affect intensity

Aad

Mattes et Cantor (1982) Contrary to the expectations of the excitement transfer paradigm, mid-screen advertisements (third and fourth) were evaluated more favourably when they were inserted at the end of the program, causing a strong emotion, than those which came at the end of the neutral program (documentary on animals).

Program Affect

Aad Ab

Murry, Lastovicka et Singh (1992) The authors concluded on the lack of effect of interaction between the feelings induced by the program, Aad, Ab, and the position of the advertisement. .


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Appendix 4: Empirical validation of scales of Aad and Mood in the Tunisian context

First step: creating items in colloquial Arabic

Blind parallel translation, Reverse parallel translation, Translation control, Pre-testing of the questionnaire in literary Arabic with teachers, Pre-testing the questionnaire with children, Developing the questionnaire in Arabic dialect, Direct contact with the original author, Pre-testing the final version of the questionnaire with children.

First data collection: Exploratory factorial analyses

.90 children completed the questionnaire on Aad (Derbaix, Blondeau and Pecheux, 1999) and Mood ( Derbaix et Pecheux, 1999).

.Construct dimensionality: AFO

· Construct reliability: Cronbach α

· Software: SPSS 15

Second data collection: Validation, reliability and validity of the measure

350 children responded to the final survey questionnaire on Aad and Mood.

Confirmatory factorial analyses (CFA):

· Quality of representation: SMC, Student test: λi.

· Quality of the adjustment of the measurement model to the empirical data.

Psychometric quality of the measurement model

Reliability of the scale: Jorescog ρ

.Convergent Validity

Software: AMOS 18

The Tunisian version of the mood and Aad scales

Appendix 5: Confirmatory Factorial Analysis of Mood

Formulation and items

Maximum likelihood

Λi SMC

Just now, I am in a joyful mood 0,881 0,776







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Adjustment indexe

Test CMIN

GFI AGFI RMR RMSEA NFI CFI TLI AIC

CMIN =27,468

DF=11

P = 0,004

CMIN/ddl =2,497

0,978 0,943 0,025 0,065 0,986 0,992 0,984 61,468

Ms 1977,617

Reliability and Convergent validity

Rhô1 = 0,957 CV = 0,764

Appendix 6: Confirmatory Factorial Analysis of Aad

Formulation and items

Maximum likelihood

Λi SMC

I love this advertisement 0,792 0,629

I find this advertisement good 0,860 0,740

I find this advertisement beautiful 0,836 0,700

I find this advertisement stupid 0,800 0,640

I feel like viewing this advertisement again 0,642 0,413

Adjustment indexe

Test CMIN

GFI AGFI RMR RMSEA NFI CFI TLI AIC

CMIN =9,163

DF=4

P = 0,057

CMIN/ddl =2,291

0,99 0,961 0,018 0,061 0,991 0,995 0,988 31,163

Ms 1052,884

Reliability and Convergent Validity

Rhô1 = 0,854 CV = 0,503

the child’s attitude towards the advertising message...

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