Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field...
Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study
About this item
Full title
Author / Creator
Publisher
Linthicum: INFORMS
Journal title
Language
English
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Publication information
Publisher
Linthicum: INFORMS
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Scope and Contents
Contents
The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downside of too much entertainment. This research focuses on why, when, and how much to entertain consumers in TV advertisements. We collected data in a large scale...
Alternative Titles
Full title
Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study
Authors, Artists and Contributors
Author / Creator
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Primary Identifiers
Record Identifier
TN_cdi_gale_infotracgeneralonefile_A392478845
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_gale_infotracgeneralonefile_A392478845
Other Identifiers
ISSN
0732-2399
E-ISSN
1526-548X
DOI
10.1287/mksc.2014.0854
