Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects
The study examines how program-induced mood and a five-second countdown warning affect reception of midroll video commercials. Building on mood regulation theory, findings from three studies suggest that program-induced moods and five-second countdowns systematically influence advertising effectiven...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
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| Online Access: | View Fulltext in Publisher |