Message-elicited brain response moderates the relationship between opportunities for exposure to anti-smoking messages and message recall
Campaign success is contingent on adequate exposure; however, exposure opportunities (e.g., ad reach/frequency) are imperfect predictors of message recall. We hypothesized that the exposure-recall relationship would be contingent on message processing. We tested moderation hypotheses using 3 data se...
Main Authors: | , , , , |
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Format: | Article |
Language: | English |
Published: |
Oxford University Press
2019
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Subjects: | |
Online Access: | View Fulltext in Publisher |