Using the P3a to gauge automatic attention to interactive television advertising
نویسندگان
چکیده
منابع مشابه
Title : Using the P 3 a to Gauge Automatic Attention to Interactive Television Advertising
This paper is the first step to an understanding of how engagement with interactive television advertisements may increase the relevancy of a brand and therefore facilitate the automatic processing of the brand’s logo (measured via the P3a) after viewing the advertisement, compared to non-interactive television ads. Event-related potentials (ERPs) and attitudes were measured in response to adve...
متن کاملThe Effect of Sport Events Environments on Audience Attention to Advertising Using Brain Activity
Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and non-sports advertising using brain activities...
متن کاملInteractive Television Advertising: A Research Agenda
Digital television and digital video recorders (DVRs) open up new possibilities for interactive television (iTV) advertising. Little is known about whether iTV advertising will be more effective than traditional linear TV advertising and what iTV ad models are more effective than others. This paper summarises the few studies that have been published so far. However, the main contribution of thi...
متن کاملdolescent Exposure to Food Advertising n Television
ethods: This study drew on television ratings to examine the distribution of food advertising exposure among adolescents aged 12 through 17 based on 170 top-rated shows across network, cable and syndicated TV stations over the 9-month period from September 2003 to May 2004. A total of 238,353 30-second equivalent advertisements on the top-rated shows were assessed. Each advertisement was weight...
متن کاملAdolescent exposure to food advertising on television.
BACKGROUND Television viewing is hypothesized to contribute to obesity among children and adolescents through several mechanisms that include the displacement of physical activity, snacking while watching TV, and the influence of food advertising. METHODS This study drew on television ratings to examine the distribution of food advertising exposure among adolescents aged 12 through 17 based o...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Economic Psychology
سال: 2010
ISSN: 0167-4870
DOI: 10.1016/j.joep.2010.03.007