Olney, Thomas J; Holbrook, Morris B; Batra, Rajeev - In: Journal of Consumer Research 17 (1991) 4, pp. 440-53
This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to...