The effect of advertisement choice on attention
نویسندگان
چکیده
The purpose of this study was to assess the effect of advertisement choice on individuals’ subsequent attention towards the advertisement. Participants in this study decided which type of advertisement to watch or they were not given a choice. Results of the study showed that advertisement choice significantly influenced female participants’ subsequent attention towards the advertisement but not males’. This effect suggests that this marketing technique should be used in specific situations to target women predominately. These include marketing products predominately or universally used by females or during shows which are viewed by a large number of females.
منابع مشابه
The effect of advertisement choice, sex, and need for cognition on attention
• Advertisement choice is a recent phenomenon where online viewers selectively expose themselves to certain types of content (Eagly & Chaiken, 1993; Jonas, Schulz-Hardt, Frey, & Thelen, 2001). • Contemporary work found that choice led to more positive attitudes about a product (Schlosser & Shavitt, 2009) because of more positive attitudes about the company providing the choice. • Additionally, ...
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ورودعنوان ژورنال:
- Computers in Human Behavior
دوره 28 شماره
صفحات -
تاریخ انتشار 2012