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.
