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
|
|---|---|
| Authors: | Rohrbach, Stefan ; Bruns, Daniel ; Langner, Tobias |
| 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 |
freely available
| 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