TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory.
YouTube
advertisements
eye-tracking
implicit memory
long-term memory
purchase intent
skin-conductance response
television
Journal
Frontiers in psychology
ISSN: 1664-1078
Titre abrégé: Front Psychol
Pays: Switzerland
ID NLM: 101550902
Informations de publication
Date de publication:
2019
2019
Historique:
received:
23
10
2018
accepted:
06
03
2019
entrez:
16
4
2019
pubmed:
16
4
2019
medline:
16
4
2019
Statut:
epublish
Résumé
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 (
Identifiants
pubmed: 30984069
doi: 10.3389/fpsyg.2019.00626
pmc: PMC6448037
doi:
Types de publication
Journal Article
Langues
eng
Pagination
626Références
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