Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study
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 a...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS)
2017
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| Online Access: | http://hdl.handle.net/1721.1/107701 https://orcid.org/0000-0002-5661-0022 |