How do consumers respond to storylines in television advertisements? : a principal-components analysis tool helps decipher moment-to-moment evaluations
Year of publication: |
2015
|
---|---|
Authors: | Burton, Jennifer L. ; McAlister, Leigh ; Hoyer, Wayne D. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 1, p. 51-61
|
Subject: | Fernsehwerbung | Television advertising | Narrative Methode | Narrative method | Werbewirkung | Advertising effects | Werbepsychologie | Psychology of advertising |
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