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| Author: | Griffith, D. A. Chen, Q. |
| Title: | The influence of virtual deirct experience (VDE) on on-line ad message effectiveness |
| Journal: | Journal of Advertising
2004 : VOL. 33:1, p. 55-68 |
| Index terms: | ADVERTISING EFFECTIVENESS EXPERIENCE |
| Language: | eng |
| Abstract: | This research investigates the degree of digitalization of experiental product attributes on on-line message effectiveness and the effects of virtual direct experience (VDE). Article includes two separate experiments. In the first experiment one of the message effectiveness is examined across two experience products differing in degree of digitalizable experiental product attributes of on-line advertisements. In experiment two the same variables as in experiment one is examined across three degrees of digitalization in relation to a single experience product category. |
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