We argue that these findings point to a large potential undercounting of the rate of return from IT spillovers from the invention of the Internet. The findings also suggest a large potential undercounting of digital dark matter in general. Publisher s link sciencedirect science article pii S AUGUST MARKETING SCIENCE Why When and How Much to Entertain Consumers in Advertisements.
A Web based Facial Tracking Field Study pdf By Teixeira Thales Rosalind Picard and Rana el Kaliouby ABSTRACT—The presence of positive entertainment e.g. visual imagery upbeat music humor in TV advertisements can make them more attractive and persuasive. However little is known about the downsides of using too much entertainment. This research Chinese Overseas America Number Data focuses on why when and how much to entertain consumers in TV advertisements. We collected data in a large scale field study using ads with various levels of entertainment shown to consumers in their homes and workplaces. Using a novel web based face tracking system we continuously measure consumers smile responses as well as their viewing interest and purchase intent. A simultaneous Bayesian hierarchical model is estimated to assess how different levels of entertainment affect purchases by endogenizing viewing interest.
We find that entertainment has an inverted U shape relationship with purchase intent. Importantly we separate entertainment into that which comes before the brand versus that which comes after and find that the former is positively associated with purchase intent while the latter is not. Publisher s link affdex assets .pdf pdf AUGUST COLUMBIA FDI PERSPECTIVES Government held Equity in Foreign Investment Projects Good for Host Countries By Wells Louis T. ABSTRACT—Host governments have often sought some equity in mining and other foreign investment projects but as shareholders they have rarely gained what they anticipated.
發表於 2024-3-13 10:53:58
