Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement
Mayank Jyotsna Soni
| Year of publication: |
2017
|
|---|---|
| Authors: | Soni, Mayank Jyotsna |
| Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 34.2017, 4, p. 338-348
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| Subject: | Involvement | Cognitive | Information processing | Advertisement | Affective | TV program | Kognition | Cognition | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Emotion | Fernsehprogramm | Television programme | Fernsehwerbung | Television advertising | Werbung | Advertising | Werbepsychologie | Psychology of advertising | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-09-2015-1532 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011691610