haku: @author Dijkstra, M. / yhteensä: 2
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| Tekijä: | Dijkstra, M. Raaij, W. F. van |
| Otsikko: | Media Effects by Involvement Under Voluntary Exposure: A Comparison of Television, Print and Static Internet |
| Lehti: | Journal of Euromarketing
2001 : VOL. 11:2, p. 1-22 |
| Asiasana: | MEDIA RESEARCH INTERNET ADVERTISING COMPARATIVE RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | In this study, the effects on consumer responses are explored of single-medium and multiple-media campaigns under two levels of consumer's product involvement. The results of this study confirm that research on media effects need to take into account consumer product involvement. Consumer involvement seems to be crucial for the differential effects of retrieva (print and Internet) and delivery (television) media. Retrieval media will be effective under conditions of high rather than low product involvement, because retrieval media have a limited capacity to influence low-involved and passive consumers. Delivery media are better suited for influencing low-involved consumers. |
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