The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall

IF 5.3 3区 管理学 Q1 BUSINESS
Stefan Rohrbach, Daniel Bruns, Tobias Langner
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引用次数: 0

Abstract

Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...
智能手机刷屏的吸血鬼效应:非典型动作如何提高广告关注度,却削弱品牌记忆度
消费者的刷屏行为在很大程度上决定了他们对社交媒体广告的接触程度。根据 "具身认知 "和 "颁布理论",广告商可能会利用非典型刷屏行为来吸引消费者。
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CiteScore
13.90
自引率
19.40%
发文量
66
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