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Keywords: Energy drink
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Journal Articles
Display advertising: the role of context and advertising appeals from a resistance perspective
Available to Purchase
Journal of Research in Interactive Marketing (2024) 18 (2): 198–219.
Published: 04 April 2023
... this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking...
