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In: Mathematical social sciences, Band 94, S. 13-18
In: SFB 649 Discussion Paper 2008-027
SSRN
Working paper
In: The Econometrics Journal, Band 17, Heft 2, S. S101-S131
SSRN
In: Environmental science and pollution research: ESPR, Band 27, Heft 18, S. 22829-22842
ISSN: 1614-7499
In: JEMA-D-22-02588
SSRN
In: Social behavior and personality: an international journal, Band 46, Heft 6, S. 935-952
ISSN: 1179-6391
Researchers have attempted to identify the impact of sponsors' advertising on spectators at sports events, but it is necessary to understand the dynamic mechanisms of the effect of advertising on signboards at these events. Thus, our primary purpose was to investigate the effects of
emotion on spectators' implicit/explicit memory of sponsors' advertising. Further, we examined how visual attention can mediate the effects of emotion on explicit/implicit memory. We asked 81 undergraduates to watch an edited soccer match while wearing an eye tracker in order to examine their
visual attention. The results showed that their visual attention to sponsor signage significantly varied as a function of both their pleasure and arousal, and visual attention significantly influenced their explicit memory, but not their implicit memory. We also found a full mediating effect
of visual attention between pleasure and explicit memory, and a partial mediating effect of visual attention between arousal and explicit memory. Results are discussed, along with the limitations and scope for future research.