Arousal and Advertising Effectiveness

This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can influence the learning of, and attitudes and behavior toward, the commercials embedded in the programs

MoreLess

Year of publication:	2016
Authors:	Singh, Surendra ; Churchill, Gilbert
Publisher:	[S.l.] : SSRN
Subject:	Werbewirkung \| Advertising effects \| Werbung \| Advertising \| Konsumentenverhalten \| Consumer behaviour
Description of contents:	Abstract [papers.ssrn.com]

Extent:	1 Online-Ressource (9 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Journal of Advertising, Vol. 16, No. 1 (1987), pp. 4-10+40 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 1987 erstellt Volltext nicht verfügbar
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014127850