Martin, Brett A.S.; Bhimy, Andrew C.; Agee, Tom - In: Journal of Consumer Marketing 19 (2002) 6, pp. 468-480
Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of...