Aymerich-Franch, Laura (2014) The effect of incentive type and sex on attitudes towards interactive television advertising. Procedia - Social and Behavioral Sciences, 155. pp. 490-495. ISSN 1877-0428
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Official URL: http://dx.doi.org/10.1016/j.sbspro.2014.10.327
Abstract
An experiment was carried out to test the effect of incentive type and sex on users’ attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information.The interaction between incentive type and sex was significant.In particular, women presented more negative attitudes than men when a free sample was offered.Implications for interactive advertising effectiveness are discussed.
Item Type: | Article |
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Additional Information: | International Conference on Communication and Media 2014 (i-COME’14), Organised by School of Multimedia Technology and Communication, UUM, 18 - 20 October, 2014, Holiday Villa Beach Hotel and Resort, Langkawi, Malaysia. |
Uncontrolled Keywords: | Interactive television; interactive advertising; interactive television advertising; product sampling; attitude; sex |
Subjects: | P Language and Literature > P Philology. Linguistics |
Divisions: | School of Multimedia Technology & Communication |
Depositing User: | Mrs. Norazmilah Yaakub |
Date Deposited: | 20 Jan 2015 06:12 |
Last Modified: | 28 Apr 2016 03:13 |
URI: | https://repo.uum.edu.my/id/eprint/13077 |
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