Dataset_Sponsorship_vignette_controversial_context.sav

The data set includes merged raw data from Study 1 and Study 2. The research concerns the following problem: <br> <br> Do you have to be afraid of controversial programs when advertising? The influence of sponsorship vignette context, awareness and controversial TV program viewers’ loyalty on the purchase intent.<br>Do you have to be afraid of controversial programs when advertising? The influence of sponsorship vignette context, awareness and controversial TV program viewers’ loyalty on the purchase intent. Marketers use different influencing techniques such as non-standard forms of advertising to reduce ad avoidance. One of nonstandard type of ad can be sponsorship vignette. Despite the advantages of this form of advertising, advertisers are afraid to place vignette in the context of liked but controversial programs on lifestyle channels due to the fact that they present content (e.g. reports from autopsy, consequences of heroin addiction etc.) that can evoke negative emotions. Advertisers claimed that placing their sponsorship vignette in the context of a such controversial programs would reduce its effectiveness understood as willingness to purchase the advertised product. Two studies were conducted in the field of hedonic and utilitarian product categories to support or challenge the concerns of advertisers (n = 222, n = 219). Reported studies focused on the influence of the loyalty toward program content, sponsorship vignette awareness and context type (congruent vs. incongruent) on the purchase intent for the sponsorship vignette in hedonic (Study 1) and utilitarian (Study 2) product categories. The results contradicts the marketers' fears that the sponsorship vignette placed in an incongruent context formed by controversial program content will be less effective. In the case of hedonic and utilitarian product, the fear was unfounded. Context type had no significant impact on purchase intent. However, results show positive effect of loyalty toward program. Viewers loyal to the program shown higher purchase intent than disloyal viewers. Moreover, viewers who knew the sponsorship vignette from TV before starting the survey were more eager to buy a hedonic product . This effect didn’t occurred in the case of utilitarian product.