The effect of advertisement choice on attention

K-REx Repository

Show simple item record

dc.contributor.author Nettelhorst, Stephen C.
dc.contributor.author Brannon, Laura A.
dc.date.accessioned 2012-05-14T14:56:15Z
dc.date.available 2012-05-14T14:56:15Z
dc.date.issued 2012-05-14
dc.identifier.uri http://hdl.handle.net/2097/13822
dc.description.abstract 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. en_US
dc.relation.uri http://www.sciencedirect.com/science/article/pii/S0747563211002597 en_US
dc.subject Advertisement choice en_US
dc.subject Sex differences en_US
dc.subject Attention en_US
dc.subject Selective exposure en_US
dc.title The effect of advertisement choice on attention en_US
dc.type Article (author version) en_US
dc.date.published 2012 en_US
dc.citation.doi doi:10.1016/j.chb.2011.11.015 en_US
dc.citation.epage 687 en_US
dc.citation.issue 2 en_US
dc.citation.jtitle Computers in Human Behavior en_US
dc.citation.spage 683 en_US
dc.citation.volume 28 en_US
dc.contributor.authoreid lbrannon en_US
dc.contributor.authoreid snettelh en_US

Files in this item


Files Size Format View

This item appears in the following Collection(s)

Show simple item record