ABSTRACT

Research on the impact of nonadvertising television programs (e.g., series, soap operas, TV movies) on consumption behavior cannot boast the recognition gained by inquiries into the effects of television advertising. The latter research obviously has been built on the assumption that such effects exist and explores variables contributing to the effectiveness of this influence. The research on the influence of nonadvertising television exposure on consumer attitudes and behavior appears to be fragmented and overlooked in the marketing discipline. The major question, “Are the entertaining programs a powerful engine for change in daily consumption activity?” still seems to need further inquiry.