Viewer response to advert execution : the role of adult playfulness

Caruana, Albert; Vella, Joseph; Ramaseshan, Balasubramanian

Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/106566

Title:	Viewer response to advert execution : the role of adult playfulness
Other Titles:	Marketing across borders and boundaries : understanding cross-functional and inter-disciplinary interfaces within an increasingly global environment
Authors:	Caruana, Albert Vella, Joseph Ramaseshan, Balasubramanian
Keywords:	Advertising Play -- Psychological aspects Management -- Research
Issue Date:	2003
Publisher:	Academy of Marketing Science
Citation:	Caruana, A., Vella, J., & Ramaseshan, B. (2003). Viewer response to advert execution: The role of adult playfulness. In J. E. Lewin (Ed.). Marketing across Borders and Boundaries: Understanding Cross-Functional and Inter-Disciplinary Interfaces within an Increasingly Global Environment, (pp. 280). USA: Academy of Marketing Science.
Abstract:	The way individuals derive enjoyment during their interaction process with advertising, has received little attention in the literature. The study adopts an interactionist approach to playfulness that recognizes the role of both trait and state theory. It investigates the correlations among the dimensions of adult playfulness and those on the Viewer Response Profile and considers whether the level of adult playfulness impacts on viewer response to different advertisement execution. Findings indicate that advertisement executions are not equally effective at reaching individuals with higher levels of playfulness. Implications for theory and management are discussed, limitations are noted and directions for future research indicated.
URI:	https://www.um.edu.mt/library/oar/handle/123456789/106566
Appears in Collections:	Scholarly Works - FacMKSCC

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