Hernandez, Monica D.; Minor, Michael S. - In: Qualitative Market Research: An International Journal 14 (2011) 2, pp. 207-217
Purpose – Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims to investigate the effect of arousal on short‐term brand memory in the context of advergaming,...