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 |