A dual‐process model of how incorporating audio‐visual sensory cues in video advertising promotes active attention
Abstract
Capturing consumers’ attention to video advertising is a key marketing challenge. Using real video advertising viewed by a sample of consumers matching the US population on age and gender, the authors examined attention to audio‐visual and visual sensory cues identifying the brand using a biometric measure, phasic heart rate. The findings show differences in attention type depending on which senses are stimulated by the sensory cue. This...
Paper Details
Title
A dual‐process model of how incorporating audio‐visual sensory cues in video advertising promotes active attention
Published Date
Apr 23, 2020
Journal
Volume
37
Issue
8
Pages
1057 - 1067
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