Experiential dimensions of TV advertizing: modeling narrative and non-narrative perceptions
This paper aims at extending advertizing response theory by presenting a three-dimensional model of advertizing perceptions (conceptualized as experiences) by incorporating concepts from cognitive film psychology and narrative transportation theory. The conceptual model is operationalized, tested an...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2016-09-01
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| Series: | Innovative Marketing |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/7669/im_en_2016_02_Andersen.pdf |