EMOTIONAL CONTEXT AND EFFECTIVENESS OF TV ADVERTISING
This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, att...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Bosnian |
| Published: |
Faculty of Philosophy, University of Novi Sad
2018-06-01
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| Series: | Primenjena Psihologija |
| Subjects: | |
| Online Access: | https://primenjena.psihologija.ff.uns.ac.rs/index.php/pp/article/view/2111 |