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...
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 |
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Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2019-03-01
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Series: | Frontiers in Psychology |
Subjects: | |
Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2019.00626/full |
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