haku: @author Olney, T. / yhteensä: 2
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| Tekijä: | Olney, T. Holbrook, M. Batra, R. |
| Otsikko: | Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time |
| Lehti: | Journal of Consumer Research
1991 : MAR, VOL. 17, p.440-453 |
| Asiasana: | TELEVISION ADVERTISING ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | A representative sample of television commercials is used to examine the advertising-related antecedents of viewing time. A primary emphasis has been placed on the attempt to explain a simulated behavioral measure of zipping and zapping responses to commercials.A chain of effects has been demonstrated from the content of TV ads, through emotional reactions and attitude toward the ad, to these actual viewing behaviors. |
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