Abstract
This research explores how consumers process three-dimensional television advertising. It examines the hierarchical relationships among human factors, involvement, presence, flow, and attitudes toward the advertised brand by employing a quasi-experimental design incorporating a real three-dimensional television commercial. This study finds that human factors, i.e., physical fatigue and the inconvenience of wearing three-dimensional glasses, are negatively associated with situational involvement. Situational involvement is in turn positively related to attitudes toward the brand in the three-dimensional television advertisement. Interestingly, feelings of presence significantly mediate the relationship between involvement and attitudes toward the brand, but the flow state does not. Additionally, the physical fatigue of wearing three-dimensional glasses is directly related to attitudes toward the brand. These findings have important implications for advertising strategy.
Recommended Citation
Bae, Young; Gordon, Michelle; Ham, Chang-Dae; and Jun, Jong Woo
(2022)
"Exploring the effect of three-dimensional television advertising on brand attitudes: The roles of human factors, involvement, presence, and flow,"
Pennsylvania Economic Review: Vol. 29:
No.
1, Article 3.
DOI: https://doi.org/10.65193/3067-8080.1038