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ABSTRACT Marketers and advertisers long have searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers9 moment-to-moment affective responses to television advertisements. The current study examined consumers9 moment-to-moment advertisement evaluations by applying a form of principal-components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the advertisement9s storyline. Application of this technique revealed a consistent principal-component structure across a sample of advertisements and demonstrated a link between each principal component and consumers9 retrospective advertisement and brand evaluations.
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Burton et al. (2015) studied this question.
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