Article Abstract

"(Inter-) Active Consumers: The Effect of Promotion and Connectedness on the Consumption of Content"
|by Cristel A. Russell and Heather Honea (2004).

Abstract: Interactive television allows consumers to view additional information or promotions on products appearing on their television sets. We report the findings of an interactive television experiment designed to assess consumers‚ memory for and responses to different types and combinations of product placements, advertisements, and promotions. We also gather consumers‚ reactions to the advertisers, cable providers and television producers. We discuss the moderating role of certain consumer characteristics (e.g., connectedness to the television characters) on consumers‚ acceptance of integrated/interactive promotional techniques.

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