Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study
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DOI: 10.1177/10949968221087259
Abstract: Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in… read more here.
Keywords: hedonic utilitarian; online consumer; banner ads; banner ... See more keywords