How augmented reality affects advertising effectiveness : the mediating effects of curiosity and attention toward the ad
Shuai Yang, Jeffrey R. Carlson, Sixing Chen
| Year of publication: |
2020
|
|---|---|
| Authors: | Yang, Shuai ; Carlson, Jeffrey R. ; Chen, Sixing |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 54.2020, p. 1-11
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| Subject: | Augmented reality (AR) | Curiosity | Eye-tracking experiment | Field experiment | Werbewirkung | Advertising effects | Experiment | Virtuelle Realität | Virtual reality | Konsumentenverhalten | Consumer behaviour | Feldforschung | Field research | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2019.102020 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012238342