search query: @author Zhao, X. / total: 11
reference: 9 / 11
| Author: | Zhao, X. |
| Title: | Clutter and serial order redefined and retested |
| Journal: | Journal of Advertising Research
1997 : SEP/OCT, VOL. 37:5, p. 57-73 |
| Index terms: | ADVERTISING CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The traditional definitions of advertising clutter and serial order have deficiences. The position effects may be better defined in terms of two components, i. e. proaction from preceding ads and retroaction from succeeding ads. Clutter and serial-order effects can be seen as results of interaction btw. proaction and retroaction. There is also a need to distinguish pod clutter and program clutter. A holistic theory of position effects is proposed based in part on the redefined concepts. A quasi-experiment was conducted in North Carolina, USA, during the Super Bowl games. |
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