TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

In an experiment, effects of commercials that are either shown within a TV program or embedded in YouTube videos were compared. These two media environments have not yet been compared empirically in terms of their advertising impact. A within-subjects design and a multi-method approach were used (N...

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Detalles Bibliográficos
Autores principales: Weibel, David, di Francesco, Roman, Kopf, Roland, Fahrni, Samuel, Brunner, Adrian, Kronenberg, Philipp, Lobmaier, Janek S., Reber, Thomas P., Mast, Fred W., Wissmath, Bartholomäus
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2019
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6448037/
https://www.ncbi.nlm.nih.gov/pubmed/30984069
http://dx.doi.org/10.3389/fpsyg.2019.00626

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