In this work, we present evidence from research in both marketing and social psychology that supports the notion that incidental brand exposure can affect consumer behavior. The objective of this study is to synthesize from literature the effects of incidental advertising on consumer behavior. To help all researchers to increase efficiency for this kind of advertising we lead a meta-analysis. For this meta-analysis, all available preschool and early elementary school incidental advertising studies were reviewed. The practical and theoretical implications of these findings are discussed.
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