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Keywords: Utilitarian/hedonic brands
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Journal Articles
Mind the attention gap: how does digital advertising impact choice under low attention?
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (2): 442–466.
Published: 31 December 2021
... information processing and thus higher persuasion. As such, higher attention would benefit ads with mismatching features, that is, ads that use emotional (rational) appeal to promote a utilitarian (hedonic) brand. In contrast, hedonic marking of processing fluency (Reber et al., 2004...
