The Buffer Effect: The Role of Color When Advertising Exposures Are Brief and Blurred
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DOI: 10.1287/mksc.2014.0882
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References listed on IDEAS
- Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
- Meyers-Levy, Joan & Peracchio, Laura A, 1995. "Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 121-138, September.
- Wedel, Michel & Pieters, Rik, 2008. "Eye Tracking for Visual Marketing," Foundations and Trends(R) in Marketing, now publishers, vol. 1(4), pages 231-320, August.
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- Song, Danyang & Wang, Shichao & Ou, Carol & Chen, Xi & Liu, Ruitao & Tang, Haihong, 2021. "How do video features matter in visual advertising? An elaboration likelihood model perspective," Other publications TiSEM 37845995-5426-470a-8630-8, Tilburg University, School of Economics and Management.
- Silvia Cachero-Martínez & Rodolfo Vázquez-Casielles, 2018. "Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency," Administrative Sciences, MDPI, vol. 8(4), pages 1-21, November.
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Keywords
advertising; gist perception; drift diffusion model; Bayesian ANOVA; color;All these keywords.
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