The effect of augmented reality versus traditional advertising : a comparison between neurophysiological and self-reported measures
Rumen Pozharliev, Matteo De Angelis, Dario Rossi
| Year of publication: |
2022
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| Authors: | Pozharliev, Rumen ; De Angelis, Matteo ; Rossi, Dario |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 33.2022, 1, p. 113-128
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| Subject: | Augmented advertising | Physiological arousal | Processing fluency | Self-reported affect intensity | Willingness to pay | Werbung | Advertising | Zahlungsbereitschaftsanalyse | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-021-09573-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013184270