Motivations' consequences to watch TV ads

  • Pedro Espírito Santo Instituto Politécnico de Coimbra, ESTGOH
  • Cláudia Andrade Santos Instituto Politécnico de Coimbra, ESTGOH
  • Patricia Azinheira Cardoso Instituto Politécnico de Coimbra, ESTGOH
  • Nuno Fortes Instituto Politécnico de Coimbra, ESTGOH
Palavras-chave: Television advertising, Intrinsic motivation, Extrinsic motivation


Advertising is an absolutely permeable element in our lives as individuals and consumers. While online advertising is growing, it is still important to look at traditional methods of delivering marketing information to consumers. With the creation and development of online platforms that allows watch TV programs and movies without advertising, watch videos has been changing in recent years. It is therefore important to explore the future possibilities for the TV ads continue to profit. Thus, we propose a research model that seeks to assess the future intent of individuals to view television advertising. We identified as antecedents the consumers motivations and the advertising perceived adaptation. From a sample of 154 individuals, the results show that the future intention to watch TV advertising is determined by the intrinsic and extrinsic motivations of each individual and the adaptation of advertising to their audiences. Therefore, advertising adaptability plays an important role in audience intent, so it will be important for companies to develop television advertising campaigns according to the market segments they are targeting.