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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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Main Author: Aymerich-Franch, Laura
Format: Article
Language:English
Published: Elsevier Ltd. 2014
Subjects:
P Philology. Linguistics
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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spelling my.uum.repo.130772016-04-28T03:13:52Z http://repo.uum.edu.my/13077/ The effect of incentive type and sex on attitudes towards interactive television advertising Aymerich-Franch, Laura P Philology. Linguistics 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. Elsevier Ltd. 2014 Article PeerReviewed application/pdf en cc_by_nc_nd http://repo.uum.edu.my/13077/1/pro75.pdf 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 http://dx.doi.org/10.1016/j.sbspro.2014.10.327 doi:10.1016/j.sbspro.2014.10.327
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic P Philology. Linguistics
spellingShingle P Philology. Linguistics
Aymerich-Franch, Laura
The effect of incentive type and sex on attitudes towards interactive television advertising
description 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.
format Article
author Aymerich-Franch, Laura
author_facet Aymerich-Franch, Laura
author_sort Aymerich-Franch, Laura
title The effect of incentive type and sex on attitudes towards interactive television advertising
title_short The effect of incentive type and sex on attitudes towards interactive television advertising
title_full The effect of incentive type and sex on attitudes towards interactive television advertising
title_fullStr The effect of incentive type and sex on attitudes towards interactive television advertising
title_full_unstemmed The effect of incentive type and sex on attitudes towards interactive television advertising
title_sort effect of incentive type and sex on attitudes towards interactive television advertising
publisher Elsevier Ltd.
publishDate 2014
url 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
_version_ 1644281079992942592
score 13.18916

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