Why shorter advertisement breaks reduce radio advertisement avoidance : when it comes to radio advertising, less is more
Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer
| Year of publication: |
2024
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|---|---|
| Authors: | Michelon, Aaron ; Bellman, Steven ; Faulkner, Margaret ; Cohen, Justin ; Bruwer, Johan |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 2, p. 175-191
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| Subject: | Advertising avoidance | audience size | interest, familiarity | radio listening | reactance | tedium | two-factor model | Werbung | Advertising | Hörfunkwerbung | Radio advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2024-008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014576993