...Song Su; Xueli Guo; Honghong Tang; Silin Huang Purpose This research aims to examine whether countdown timers affect online video advertising effectiveness and test the mediating roles of viewer attention and irritation. It also aims to explore whether commercial length or informational ad...

...Maria Alice Pasdiora; Vinicius A. Brei; Leonardo Nicolao Purpose This paper aims to investigate how product upgrades influence consumers’ hedonic responses to currently owned products, focusing on the underlying attentional mechanism. Design/methodology/approach Six experiments were conducted...

...Yonghwan Chang; Yong Jae Ko Purpose The purpose of this study was to test whether endorsements that show a low strength of association (bottom-up bias) benefit from increased attention and processing efforts. The current study also tested whether consumer involvement level (top-down bias...

...Ross Gordon; Joseph Ciorciari; Tom van Laer Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination...