The effect of advertisement choice on attention

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Show simple item record Nettelhorst, Stephen C. Brannon, Laura A. 2012-05-14T14:56:15Z 2012-05-14T14:56:15Z 2012-05-14
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 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 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

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