Winning versus not losing : exploring the effects of in-game advertising outcome on its effectiveness
Year of publication: |
November 2016
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Authors: | Ghosh, Tathagata |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 36.2016, p. 134-147
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Subject: | In-game advertising outcome | Performance feedback | Motivation | Regulatory focus | Implicit memory | Explicit memory | Game attitude | Brand attitude | Emotions | Werbewirkung | Advertising effects | Computerspiel | Video game | Werbung | Advertising | Emotion | Konsumentenverhalten | Consumer behaviour | Niederlande | Netherlands | Kognition | Cognition |
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