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January 1, 2011Marketing Management JournalOpen Access

Advertising Interference: Factors Affecting Attention to Super Bowl Advertisements and Their Effectiveness

Julie Fitzmaurice

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Key Points

Attention to advertisements increases when market mavens prioritize maximization, indicating effective consumer engagement.
Findings show a significant relationship between materialism and the attention given to advertisements.
Market mavenism drives consumers to seek the best options, leading to enhanced effectiveness of Super Bowl ads.
This highlights the importance of understanding consumer motivations to improve advertisement strategies.

Implication

Observational analysis revealed that attention to ads correlates with maximization in market mavens, suggesting social status is less relevant.

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Cite This Study

Julie Fitzmaurice (2011) studied this question.

synapsesocial.com/papers/693231368e51979591dcec68 https://doi.org/10.63963/001c.150999

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