Attention capture and transfer in advertising: Brand, pictorial, and text-size effects

R Pieters, M Wedel - Journal of marketing, 2004 - journals.sagepub.com
The three key ad elements (brand, pictorial, and text) each have unique superiority effects
on attention to advertisements, which are on par with many commonly held ideas in …

Diversity in the digital age: how consumers respond to diverse virtual influencers

C Ferraro, S Sands, N Zubcevic-Basic… - International Journal of …, 2024 - Taylor & Francis
In recent years the popularity of social media influencers has grown exponentially, in part
because influencers tend to not be seen as advertising and they enable brands to reach …

Effects of advertising likeability: A 10-year perspective

EG Smit, L Van Meurs… - Journal of …, 2006 - journalofadvertisingresearch.com
In the early 1990s various studies showed the importance of advertising likeability for
advertising effectiveness. Has the role of advertising likeability changed since then? We …

The impact of color and animation on sports viewers' attention to televised sponsorship signage

C Breuer, C Rumpf - Journal of Sport Management, 2015 - journals.humankinetics.com
Although competition for viewers' attention to sponsorship signage in sport telecasts has
become a growing issue in sponsorship-linked marketing, sport management research has …

EEG spectral dynamics of video commercials: impact of the narrative on the branding product preference

RWY Wang, YC Chang, SW Chuang - Scientific reports, 2016 - nature.com
Neuromarketing has become popular and received a lot of attention. The quality of video
commercials and the product information they convey to consumers is a hotly debated topic …

Contextual priming and applicability: Implications for ad attitude and brand evaluations

F Shen, Q Chen - Journal of Advertising, 2007 - Taylor & Francis
Prior research has found that advertising contextual information can affect how consumers
evaluate the target ad as well as the brand. This study extends the existing research by …

What sells better in green communications: Fear or hope?: It depends on whether the issue is global or local

YK Lee, CT Chang, PC Chen - Journal of …, 2017 - journalofadvertisingresearch.com
This research compared the effectiveness of fear and hope appeals in green
communications when the issue was framed as either global or local. Results showed that …

Enhancing television advertising: same-language subtitles can improve brand recall, verbal memory, and behavioral intent

SA Brasel, J Gips - Journal of the Academy of Marketing Science, 2014 - Springer
This research explores how same-language subtitles—on-screen text that matches the
spoken language—can enhance advertising effectiveness for television commercials on …

[图书][B] The American Economy: A Historical Encyclopedia [2 Volumes]

C Clark - 2011 - books.google.com
A compelling compilation of short entries, longer topical essays, and primary source
documents that chronicles the historical development of the United States from an economic …

Action as a window to perception: measuring attention with mouse movements

A Johnson, B Mulder, A Sijbinga… - Applied Cognitive …, 2012 - Wiley Online Library
Eye‐gaze tracking has been shown to deliver valuable information about how people view
advertisements and what they pay attention to. However, practical difficulties in its …