Using principal components analysis to understand consumers' moment-to-moment affect traces and their influence on ad and brand attitudes
Marketers and advertisers have long searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers’ moment-to-moment affective responses to advertisements. The first essay of my dissertation examines consumers’ moment-to-momen...
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| Format: | Others |
| Language: | English |
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2012
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| Online Access: | http://hdl.handle.net/2152/17836 |