How effective is creativity? : emotive content in TV advertising does not increase attention
Year of publication: |
2009
|
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Authors: | Heath, Robert G. ; Nairn, Agnès ; Bottomley, Paul A. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 49.2009, 4, p. 450-463
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Subject: | Fernsehwerbung | Television advertising | Kreativität | Creativity | Emotion | Persönlichkeitspsychologie | Personality psychology | Wahrnehmung | Perception | Großbritannien | United Kingdom |
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