Os Pop-up Ads estão entre Nós: A Invasão desse Placement Televisivo e seus Efeitos sobre o Consumidor com Auxílio da Tecnologia do Eye Tracking
REVISTA BRASILEIRA DE MARKETING(2015)
摘要
Companies are investing exponentially in inserting their products and brands in television shows called placement. This empirical article tests the effects of pop-up ad prominence and congruence type of placement on visual attention, memory, attitudes and brand purchase intention by the consumer. From an exploratory and another causal study done in an American university and with the help of Eye Tracking technology, it was found that the prominence significantly impacts the consumer's attention, but no significant effects for the other constructs.
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关键词
Placement,Visual Attention,Eye Tracking,Consumer
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