The effect of augmented reality versus traditional advertising : a comparison between neurophysiological and self-reported measures
Year of publication: |
2022
|
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Authors: | Pozharliev, Rumen ; De Angelis, Matteo ; Rossi, Dario |
Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 33.2022, 1, p. 113-128
|
Subject: | Augmented advertising | Physiological arousal | Processing fluency | Self-reported affect intensity | Willingness to pay | Werbewirkung | Advertising effects | Werbung | Advertising | Zahlungsbereitschaftsanalyse | Konsumentenverhalten | Consumer behaviour |
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