The vampire effect of smartphone swiping : how atypical motor actions increase ad attention but impair brand recall
Stefan Rohrbach, Daniel Bruns and Tobias Langner
| Year of publication: |
2025
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|---|---|
| Authors: | Rohrbach, Stefan ; Bruns, Daniel ; Langner, Tobias |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 44.2025, 1, p. 5-23
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| Subject: | embodied cognition | human-smartphone interaction | marketing effectiveness | mobile eye-tracking | motor actions | social media | Kognition | Cognition | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Mobiltelefon | Mobile phone | Werbewirkung | Advertising effects | Markenführung | Brand management | Online-Marketing | Internet marketing | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2024.2354081 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015194212