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Keywords: Advertisement effectiveness
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Journal Articles
Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2023) 13 (2): 213–227.
Published: 09 August 2022
..., the authors first reviewed the relevant sport marketing and neuroscience research on advertising effectiveness. The authors selected a prosocial message displayed. Adopting an experimental research design and using eye tracking, this study examined the impacts of game attractiveness and colors of message...
