The effect of incentive type and sex on attitudes towards interactive television advertising

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 incenti...

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Bibliographic Details
Main Author: Aymerich-Franch, Laura
Format: Article
Language:English
Published: Elsevier Ltd. 2014
Subjects:
Online Access:http://repo.uum.edu.my/13077/1/pro75.pdf
http://repo.uum.edu.my/13077/
http://dx.doi.org/10.1016/j.sbspro.2014.10.327
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