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Chatterjee, 2011 - Google Patents

Can unconscious–conscious processing sequences enhance ad exposure outcomes?

Chatterjee, 2011

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Document ID
1711097993347023072
Author
Chatterjee P
Publication year
Publication venue
Journal of Brand Management

External Links

Snippet

Can the sequence in which ad exposures are generated across various ad formats enhance or inhibit communication outcomes in low-involvement situations? This study compares the effect of self-selected and forced-exposure (or intrusive) ad exposure sequences with …
Continue reading at papers.ssrn.com (PDF) (other versions)

Classifications

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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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