Gumilevskaya, Sofia; Devlin, Joseph; Richardson, Daniel C. - In: Organizations and markets in emerging economies 14 (2023) 2/28, pp. 386-411
-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on which the content … theoretical bases as well as a physiological measure of attention, we found that people both prefer and remember addressable … advertisements more than those that are not relevant to them. In addition, viewing advertisements on large screens improved attention …