Flås, svett och inkongruens - En studie om effekterna av träning och tematisk inkongruens på annonser

Sammanfattning: Previous research about contextual effects on advertising has mainly focused on the editorial context, while advertisements' broader context has been overlooked. This paper aims to take a broader perspective on advertisement context. Its purpose is to get an understanding on how physical exercise influence the effectiveness of print advertisements, and furthermore to look at the effects of thematic incongruence between ad and the physical environment. We hypothesize that physical exercise increase ad effectiveness through affective priming and that thematic incongruence is beneficial for ads' effectiveness, especially after training when awareness about the environment is higher. A 2×2 experiment was conducted in a gym, where each respondent was exposed to either an incongruent or less incongruent ad, before or after physical exercise. The results support the hypotheses regarding the effects of physical exercise. Regarding thematic incongruence, the results were too weak to support the hypotheses, with the exception that when the awareness of the environment was higher (after exercise), thematic incongruence increased product interest. Thus we conclude that physical exercise has positive effects on advertising effectiveness, through increased arousal and valence. Furthermore we conclude that tendencies display that thematic incongruence might increase overall advertising effectiveness. However, due to the lack of significant differences we can only establish that thematic incongruence increase product interest, when the physical environment is clear. Lastly, managerial implications and further research is discussed.