Why shorter advertisement breaks reduce radio advertisement avoidance : when it comes to radio advertising, less is more
Year of publication: |
2024
|
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Authors: | Michelon, Aaron ; Bellman, Steven ; Faulkner, Margaret ; Cohen, Justin ; Bruwer, Johan |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 2, p. 175-191
|
Subject: | Advertising avoidance | audience size | interest, familiarity | radio listening | reactance | tedium | two-factor model |
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