An eye-tracking study of attention to brand-identifying content and recall of taboo advertising
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DOI: 10.1016/j.jbusres.2019.08.009
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- Efrat, Kalanit & Souchon, Anne L. & Dickenson, Peter & Nemkova, Ekaterina, 2021. "Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences," Journal of Business Research, Elsevier, vol. 137(C), pages 601-613.
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Keywords
Taboo advertising; Advertising complexity; Shocking advertising; Eye-tracking; Attention to the advertisement; Advertising recall;All these keywords.
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