search query: @author Shen, F. / total: 3
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| Author: | Shen, F. |
| Title: | Effects of violence and brand familiarity on responses to television commercials |
| Journal: | International Journal of Advertising
2001 : VOL. 20:3, p. 381-397 |
| Index terms: | Marketing research Advertising research Television advertising Brands |
| Language: | eng |
| Abstract: | This study investigates the effects of violence and brand familiarity on an individual's responses towards television commercials measured in terms of memory, brand attitude and purchase intention. Results indicatd that violence had significant effects on the pprocessing of advertising messages. These effects were more pronounced for familiar brands. |
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