TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

In an experiment, effects of commercials that are either shown within a TV program or embedded in YouTube videos were compared. These two media environments have not yet been compared empirically in terms of their advertising impact. A within-subjects design and a multi-method approach were used (N...

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Bibliographic Details
Main Authors: David Weibel, Roman di Francesco, Roland Kopf, Samuel Fahrni, Adrian Brunner, Philipp Kronenberg, Janek S. Lobmaier, Thomas P. Reber, Fred W. Mast, Bartholomäus Wissmath
Format: Article
Language:English
Published: Frontiers Media S.A. 2019-03-01
Series:Frontiers in Psychology
Subjects:
television
eye-tracking
skin-conductance response
long-term memory
implicit memory
advertisements
Online Access:https://www.frontiersin.org/article/10.3389/fpsyg.2019.00626/full

Internet

https://www.frontiersin.org/article/10.3389/fpsyg.2019.00626/full

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