Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time
- 1 March 1991
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 17 (4) , 440-453
- https://doi.org/10.1086/208569
Abstract
This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired duKeywords
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