The impact of media multitasking on the cognitive and attitudinal responses to television commercials : the moderating role of type of advertising appeal
Year of publication: |
October-December 2016
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Authors: | Kazakova, Snezhanka ; Cauberghe, Verolien ; Hudders, Liselot ; Labyt, Christophe |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 45.2016, 4, p. 403-416
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Subject: | Multimedia | Mediennutzung | Media usage | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Experiment |
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