Operationalizing context congruence classifications: Evaluating the relative efficacy of economically framed media environment alignments through the lens of consumer neuroscience

Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva

To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.

Abstract

Advertising researchers have studied the impact of context across media content and advertisements for decades with little consensus on what works. A lack of operationalization in alignment definitions and prior resolution limits of measurement have self-report responses. Findings suggest operationalization refinements be based on economic framing in subsequent context-oriented research. Further, misalignment can be an effective means to increase attention and engagement during ad viewing experience. Given the current news cycle's focus on a diverse array of future losses with the pandemic and civil unrest, understanding the positive impact that loss-framed content has on the consumption of gain-framed advertisements that follow has given unexpected relevance in this study's utility in programmatic advertising.

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