Divided Attention and Television Commercials: An Experimental Study
To test the distraction hypothesis of Festinger and Maccoby, an experiment was conducted in which subjects were shown a videotape containing a television commercial. They were visually or behaviorally distracted during the exposure. The results show that visual and behavioral distractions interfered...
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| Veröffentlicht in: | Journal of marketing research 1968-05, Vol.5 (2), p.203-205 |
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| container_title | Journal of marketing research |
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| creator | Venkatesan, M. Haaland, Gordon A. |
| description | To test the distraction hypothesis of Festinger and Maccoby, an experiment was conducted in which subjects were shown a videotape containing a television commercial. They were visually or behaviorally distracted during the exposure. The results show that visual and behavioral distractions interfered with recall of the brand name and product type. |
| doi_str_mv | 10.1177/002224376800500209 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0022-2437 |
| ispartof | Journal of marketing research, 1968-05, Vol.5 (2), p.203-205 |
| issn | 0022-2437 1547-7193 |
| language | eng |
| recordid | cdi_proquest_journals_208794477 |
| source | EBSCO Business Source Complete; Periodicals Index Online; Alma/SFX Local Collection; JSTOR |
| subjects | Brand names Brands Commercials Communication Communications Marketing Mobile communications Public opinion Subliminal advertising Television advertising Television commercials Television viewers Television viewing |
| title | Divided Attention and Television Commercials: An Experimental Study |
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