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: | Kim, K.K (Author), Venmahavong, T. (Author), Yoo, C.Y (Author), Yoon, S. (Author) |
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Format: | Article |
Language: | English |
Published: |
Routledge
2019
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Online Access: | View Fulltext in Publisher |
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