The Influence of Content and Context Motivation on Advertisement Effectiveness Online
This research proposal provides literature review regarding context motivation and its influence on advertisement effectiveness. I propose two quasi-experiments using motivation as an independent variable while measuring memory for the advertisement in order to predict advertisement effectiveness. T...
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| Format: | Others |
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Scholarship @ Claremont
2015
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| Online Access: | http://scholarship.claremont.edu/cmc_theses/1177 http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=2150&context=cmc_theses |