The effect of incentive type and sex on attitudes towards interactive television advertising
An experiment was carried out to test the effect of incentive type and sex on users’ attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information.The interaction between incenti...
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| Format: | Article |
| Language: | English |
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Elsevier Ltd.
2014
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| Online Access: | https://repo.uum.edu.my/id/eprint/13077/1/pro75.pdf |
| _version_ | 1825803117796524032 |
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| author | Aymerich-Franch, Laura |
| author_facet | Aymerich-Franch, Laura |
| author_sort | Aymerich-Franch, Laura |
| collection | UUM |
| description | An experiment was carried out to test the effect of incentive type and sex on users’ attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information.The interaction between incentive type and sex was significant.In particular, women presented more negative attitudes than men when a free sample was offered.Implications for interactive advertising effectiveness are discussed. |
| first_indexed | 2024-07-04T05:51:38Z |
| format | Article |
| id | uum-13077 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:51:38Z |
| publishDate | 2014 |
| publisher | Elsevier Ltd. |
| record_format | eprints |
| spelling | uum-130772016-04-28T03:13:52Z https://repo.uum.edu.my/id/eprint/13077/ The effect of incentive type and sex on attitudes towards interactive television advertising Aymerich-Franch, Laura P Philology. Linguistics An experiment was carried out to test the effect of incentive type and sex on users’ attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information.The interaction between incentive type and sex was significant.In particular, women presented more negative attitudes than men when a free sample was offered.Implications for interactive advertising effectiveness are discussed. Elsevier Ltd. 2014 Article PeerReviewed application/pdf en cc_by_nc_nd https://repo.uum.edu.my/id/eprint/13077/1/pro75.pdf Aymerich-Franch, Laura (2014) The effect of incentive type and sex on attitudes towards interactive television advertising. Procedia - Social and Behavioral Sciences, 155. pp. 490-495. ISSN 1877-0428 http://dx.doi.org/10.1016/j.sbspro.2014.10.327 doi:10.1016/j.sbspro.2014.10.327 doi:10.1016/j.sbspro.2014.10.327 |
| spellingShingle | P Philology. Linguistics Aymerich-Franch, Laura The effect of incentive type and sex on attitudes towards interactive television advertising |
| title | The effect of incentive type and sex on attitudes towards interactive television advertising |
| title_full | The effect of incentive type and sex on attitudes towards interactive television advertising |
| title_fullStr | The effect of incentive type and sex on attitudes towards interactive television advertising |
| title_full_unstemmed | The effect of incentive type and sex on attitudes towards interactive television advertising |
| title_short | The effect of incentive type and sex on attitudes towards interactive television advertising |
| title_sort | effect of incentive type and sex on attitudes towards interactive television advertising |
| topic | P Philology. Linguistics |
| url | https://repo.uum.edu.my/id/eprint/13077/1/pro75.pdf |
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