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Beyond Attention Effects: Modeling the Persuasive and ...
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由 X Yang 著作2009被引用 273 次 — To address this knowledge gap, we first develop a model that describes how ad creativity influences both cognitive and affective processing. Cognitive Effects: ...
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Beyond attention effects: Modeling the persuasive and ...
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由 X Yang 著作2009被引用 273 次 — While creativity in advertising is a growing area of marketing research, relatively little is known about how the effects of creativity are produced.
Modeling the Persuasive and Emotional Effects of Advertising ...
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由 X Yang 著作2009被引用 273 次 — An overall model of the impact of ad creativity is developed and tested using structural equations analysis. Results from three experiments show ...
Modeling the Persuasive and Emotional Effects of ...
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2024年10月22日 — Creativity in advertising helps capture consumers' attention, and creative messages can generate a positive attitude toward the advertisement ( ...
Beyond Attention Effects: Modeling the Persuasive and ...
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由 X Yang 著作2009被引用 273 次 — Xiaojing Yang & Robert E. Smith, 2009. "Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity," Marketing Science, ...
Beyond Attention Effects: Modeling the Persuasive
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This research explores the basic persuasive (ie, desire to postpone closure) and emotional (ie, positive affect) mechanisms through which creative ads exert ...
[PDF] Beyond Attention Effects: Modeling the Persuasive ...
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An overall model of the impact of ad creativity is developed and tested and it hypothesizes that the level of involvement with the ad moderates the desire ...
Yang, X. J., & Smith, R. E. (2009). Beyond Attention Effects ...
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Yang, X. J., & Smith, R. E. (2009). Beyond Attention Effects Modeling the Persuasive and Emotional Effects of Advertising Creativity. Marketing Science, 28 ...
Beyond Attention Effects
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由 X Yang 著作2009被引用 273 次 — This summary table shows that only a few ad creativity studies have investigated processing variables beyond attention effects. To address this knowledge gap, ...
Advertising Creativity - PubsOnLine
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由 X Yang 著作2009被引用 273 次 — Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity. Xiaojing Yang. Lubar School of Business, University of ...