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

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