광고 길이와 시간적 확실성, 광고 선택이 인스트림 광고 효과에 미치는 영향

키워드

참고문헌 (93)

1. 김상훈, "IPTV VOD 광고의 수용자 반응연구: 광고혼잡도 및 광고길이를중심으로", 광고학연구, 27(7), pp.59~87 (2016), 한국광고학회
2. 김재휘, "인터넷 광고 혼잡도가 광고효과에 미치는 영향 : 배너광고의 수와 침입성을 중심으로", 광고학연구, 12, pp.97~114 (2001)
3. 김종흠, "인터넷 광고의 강제적 노출이 광고효과에 미치는 영향 -웹콘텐츠 유형의 조절효과를 중심으로-", 한국심리학회지: 소비자·광고, 13(4), pp.489~512 (2012), 한국소비자·광고심리학회[DOI]
4. 박은아, "효과적인 PPL 노출시간은 어느 정도인가?: 제품배치 유형에 따른 간접광고 효과", 한국심리학회지: 소비자·광고, 16(4), pp.585~607 (2015), 한국소비자·광고심리학회[DOI]
5. 윤각, "동영상 콘텐츠에 대한 몰입과 광고길이가 프리롤 광고 효과에 미치는 영향: 침입성인식의 조절효과를 중심으로", 광고PR실학연구, 11(3), pp.30~53 (2018), 한국광고PR실학회[DOI]
6. 임승희, "인터넷 광고의 강제노출이 기억과 태도에 미치는 영향", 상품학연구, 26(2), pp.79~91 (2008), 한국상품학회[DOI]
7. 최은영, "인터넷 광고의 회피에 영향을 미치는 요인으로서의 매체 이용 동기와 능력, 광고 지각 및 광고 태도", 한국광고홍보학보, 13(2), pp.171~197 (2011), 한국광고홍보학회
8. 최인규, "모바일 광고 회피 행동에 영향을 미치는 요인에 관한 연구", 한국심리학회지: 소비자·광고, 9(3), pp.523~547 (2008), 한국소비자·광고심리학회[DOI]
9. 홍종필, "매체 유형에 따른 소비자의 광고회피 양상과 광고회피 예측요인에 관한 연구", 광고학연구, 20(5), pp.181~212 (2009), 한국광고학회
10. Allan, D., "Comparative effectiveness of 30-versus 60-second radio commercials on recall and rate", Journal of Radio Studies, 14(2), pp.165~177 (2007)
11. Anand, P., "Cognitive and Affective Responses to Advertising", pp.135~159 (1989), Lexington
12. Ashcraft, M. H., "Math anxiety : Personal, educational, and cognitive consequences", Current Directions in Psychological Science, 11(5), pp.181~185 (2002)
13. Averill, J. R., "Personal control over aversive stimuli and its relationship to stress", Psychological Bulletin, 80(4), pp.286~303 (1973)
14. Baddeley, A. D., "The psychology of memory" (1976), Basic books
15. Batra, R., "Situational effects of advertising repetition : The moderating influence of motivation, ability, and opportunity to respond", Journal of Consumer Research, 12(4), pp.432~445 (1986)
16. Berlyne, D. E, "Conflict, arousal, and curiosity" (1960)
17. Brechman, J., "Limited-Interruption Advertising In Digital-Video Content: An Analysis Compares the Effects of “Midroll” Versus “Preroll” Spots and Clutter Advertising", Journal of Advertising Research, 56(3), pp.289~298 (2016)
18. Brehm, J. W., "A theory of psychological reactance" (1966), Academic Press
19. Brown, T. J., "Reassessing the impact of television advertising clutter", Journal of Consumer Research, 20(1), pp.138~146 (1993)
20. Celsi, R. L., "The role of involvement in attention and comprehension processes", Journal of Consumer Research, 15(2), pp.210~224 (1988)
21. Chaiken, S., "Heuristic versus systematic information processing and the use of source versus message cues in persuasion", Journal of Personality and Social Psychology, 39(5), pp.752~766 (1980)
22. Chen, Q., "Attitude toward the site", Journal of Advertising Research, 39(5), pp.27~38 (1999)
23. Cho, C. H., "Why do People avoid Advertising on the Internet?", Journal of Advertising, 33(4), pp.89~97 (2004)
24. Cho, C. H., "Different forced-exposure levels to banner advertisements", Journal of Advertising Research, 41(4), pp.45~56 (2001)
25. Chu, S. C., "Determinants of consumer engagement in electronic word-of-mouth(eWOM)in social networking sites", International Journal of Advertising, 30(1), pp.47~75 (2011)
26. Clee, M. A., "Consumer behavior and psychological reactance", Journal of Consumer Research, 6(4), pp.389~405 (1980)
27. Dabholkar, P. A., "The role of perceived control and gender in consumer reactions to download delays", Journal of Business Research, 62(7), pp.756~760 (2009)
28. Danaher, P. J., "What happens to television ratings during commercial breaks?", Journal of Advertising Research, 35(1), pp.37~37 (1995)
29. Dens, N., "How advertising strategy affects brand and USP recall for new brands and extensions", International Journal of Advertising, 29(2), pp.165~194 (2010)
30. Diao, F., "Orienting response and memory for web advertisements : Exploring effects of pop-up window and animation", Communication Research, 31(5), pp.537~567 (2004)
31. Edwards, S. M., "Forced exposure and psychological reactance : Antecedents and consequences of the perceived intrusiveness of pop-up ads", Journal of Advertising, 31(3), pp.83~95 (2002)
32. Eighmey, J., "Profiling user responses to commercial web sites", Journal of Advertising Research, 37(3), pp.59~67 (1997)
33. Elliman, N. A., "Processing-efficiency theory and the working-memory system : Impairments associated with sub-clinical anxiety", Personality and Individual Differences, 23(1), pp.31~35 (1997)
34. Eysenck, M. W., "Anxiety and performance : The processing efficiency theory", Cognition & Emotion, 6(6), pp.409~434 (1992)
35. Fabian, G. S., "15-Second Commercials : The Inevitable Evolution", Journal of Advertising Research, 26(4), pp.3~5 (1986)
36. Gesenhues, "Study: 56% of Viewers Skip Online Video Ads & 46% Say Any Ad Over 15-Seconds Is Too Long", MarketingLand, ~ (2014)
37. Goodrich, K., "Consumer reactions to intrusiveness of online-video advertisements : do length, informativeness, and humor help(or hinder)marketing outcomes?", Journal of Advertising Research, 55(1), pp.37~50 (2015)
38. Ha, L., "An integrated model of advertising clutter in offline and online media", International Journal of Advertising, 27(4), pp.569~592 (2008)
39. Ha, L., "Advertising clutter in consumer magazines : Dimensions and effects", Journal of Advertising Research, 36(4), pp.76~85 (1996)
40. Hegner, S. M., "Advances in Advertising Research (Vol. VI)", pp.63~73 (2016), Springer Gabler
41. Herrmann, J. L., "Consumer consideration of sponsor brands they do not remember : taking a wider look at the memorisation effects of sponsorship", International Journal of Advertising, 30(2), pp.259~281 (2011)
42. Hui, M. K., "Perceived control and the effects of crowding and consumer choice on the service experience", Journal of Consumer Research, 18(2), pp.174~184 (1991)
43. Hui, M. K., "Perceived control and consumer attribution for the service encounter", Journal of Applied Social Psychology, 32(9), pp.1825~1844 (2002)
44. Hul, M. K., "The impact of music on consumers' reactions to waiting for services", Journal of Retailing, 73(1), pp.87~104 (1997)
45. "IAB digital video ad effectiveness case study" (2016)[URL]
46. Jeon, Y. A., "Temporal certainty and skippable in-stream commercials : Effects of ad length, timer, and skip-ad button on irritation and skipping behavior", Journal of Interactive Marketing, 47, pp.144~158 (2019)
47. Jeong, Y., "Bridging the gap between time and space : Examining the impact of commercial length and frequency on advertising effectiveness", Journal of Marketing Communications, 17(4), pp.263~279 (2011)
48. Jewell, R. D., "The moderating effect of perceived control on motivation to engage in deliberative processing", Psychology & Marketing, 22(9), pp.751~769 (2005)
49. Jones, G. V., "A fragmentation hypothesis of memory : Cued recall of pictures and of sequential position", Journal of Experimental Psychology : General, 105(3), pp.277~293 (1976)
50. Kahneman, D., "Attention and Effort" (1973), Prentice Hall
51. Katz, H., "The pool lane one : Making a splash with online video", Journal of Interactive Advertising, 10(2), pp.72~77 (2010)
52. Kent, R. J., "Competitive interference effects in consumer memory for advertising : the role of brand familiarity", Journal of Marketing, 58(3), pp.97~105 (1994)
53. Klemp, G. O., "Effects of uncertainty, delay, and focus of attention on reactions to an aversive situation", Journal of Experimental Social Psychology, 12(5), pp.416~421 (1976)
54. Knight, F. H., "Risk, uncertainty and profit (Vol. 31)" (1921), Houghton Mifflin
55. Korgaonkar, P. K., "A multivariate analysis of web usage", Journal of Advertising Research, 39(2), pp.53~53 (1999)
56. Lang, A., "Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages", Journal of Communication, 56, pp.S57~S80 (2006)
57. Langer, E. J., "The illusion of control", Journal of Personality and Social Psychology, 32(2), pp.311~328 (1975)
58. Li, H., "Do you recognize its brand? The effectiveness of online in-stream video advertisements", Journal of Advertising, 44(3), pp.208~218 (2015)
59. Li, H., "Measuring the intrusiveness of advertisements : Scale development and validation", Journal of Advertising, 31(2), pp.37~47 (2002)
60. MacInnis, D. J., "Information processing from advertisements : Toward an integrative framework", Journal of Marketing, 53(4), pp.1~23 (1989)
61. Mackay, T., "The effect of product placement in computer games on brand attitude and recall", International Journal of Advertising, 28(3), pp.423~438 (2009)
62. MacKenzie, S. B., "How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions?", Journal of Consumer Research, 18(4), pp.519~529 (1992)
63. McCoy, S., "An experimental study of antecedents and consequences of online ad intrusiveness", International Journal of Human–Computer Interaction, 24(7), pp.672~699 (2008)
64. Moller, A. C., "Choice and ego-depletion : The moderating role of autonomy", Personality and Social Psychology Bulletin, 32(8), pp.1024~1036 (2006)
65. Moore, D. L., "Time compression, response opportunity, and persuasion", Journal of Consumer Research, 13(1), pp.85~99 (1986)
66. Mord, M. S., "Shorter units-risk responsibility reward", Journal of Advertising Research, 25(4), pp.9~19 (1985)
67. Newell, S. J., "Super Bowl advertising : Field testing the importance of advertisement frequency, length and placement on recall", Journal of Marketing Communications, 4(4), pp.237~248 (1998)
68. Okazaki, S., "Mobile advertising avoidance : exploring the role of ubiquity", Electronic Markets, 22(3), pp.169~183 (2012)
69. Osuna, E. E., "The psychological cost of waiting", Journal of Mathematical Psychology, 29(1), pp.82~105 (1985)
70. Pechmann, C., "Advertising repetition: A critical review of wearin and wearout", Current Issues and Research in Advertising, 11(1-2), pp.285~329 (1988)
71. Petty, R. E., "Issue involvement as a moderator of the effects on attitude of advertising content and context", ACR North American Advances, pp.20~24 (1981)
72. Petty, R. E., "The effects of involvement on responses to argument quantity and quality : Central and peripheral routes to persuasion", Journal of Personality and Social Psychology, 46(1), pp.69~81 (1984)
73. Petty, R. E., "Communication and Persuasion", pp.1~24 (1986), Springer
74. Pieters, R. G., "Consumer memory for television advertising : A field study of duration, serial position, and competition effects", Journal of Consumer Research, 23(4), pp.362~372 (1997)
75. Quick, B. L., "Further evidence that psychological reactance can be modeled as a combination of anger and negative cognitions", Communication Research, 34(3), pp.255~276 (2007)
76. Rachman, S., "Anxiety" (1998), Psychology Press
77. Redondo, I., "To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising", Telematics and Informatics, 35(6), pp.1607~1616 (2018)
78. Rethans, A. J., "Effects of television commercial repetition, receiver knowledge, and commercial length : A test of the two-factor model", Journal of Marketing Research, 23(1), pp.50~61 (1986)
79. Rogers, S. C., "How to create advertising that works", Journal of Business & Industrial Marketing, 10(2), pp.20~33 (1995)
80. Rudy, J. W., "Stimulus selection in animal conditioning and paired-associate learning : Variations in the associative process", Journal of Verbal Learning and Verbal Behavior, 13(3), pp.282~296 (1974)
81. Singh, S. N., "The effects of length, content, and repetition on television commercial effectiveness", Journal of Marketing Research, 30(1), pp.91~104 (1993)
82. Smith, R. E., "Principles of positive reinforcement and performance feedback", Applied Sport Psychology: Personal Growth to Peak Performance, pp.35~46 (1986)
83. Speck, P. S., "Predictors of advertising avoidance in print and broadcast media", Journal of Advertising, 26(3), pp.61~76 (1997)
84. Thorson, E., "Attention Over Time: Behavior in a Natural Viewing Environment" (1988), American Academy of Advertising
85. Van Meurs, L., "Zapp! A study on switching behavior during commercial breaks", Journal of Advertising Research, 38(1), pp.43~44 (1998)
86. Varan, D., "The Effects of Commercial Length On Advertising Impact : What Short Advertisements Can and Cannot Deliver", Journal of Advertising Research, 60(1), pp.54~70 (2020)
87. Wang, J., "Media engagement and advertising : Transportation, matching, transference and intrusion", Journal of Consumer Psychology, 19(3), pp.546~555 (2009)
88. White, R. W., "Motivation reconsidered : The concept of competence", Psychological Review, 66(5), pp.297~333 (1959)
89. Wortman, C. B., "Some determinants of perceived control", Journal of Personality and Social Psychology, 31(2), pp.282~294 (1975)
90. Yu, R., "Enhancing memorability : Do remaining duration prompts affect advertising recall?", International Journal of Advertising, 31(4), pp.861~876 (2012)
91. Zajonc, R. B., "Attitudinal effects of mere exposure", Journal of Personality and Social Psychology, 9(2, Pt.2), pp.1~27 (1968)
92. Zakay, D., "Time, Action and Cognition", pp.109~117 (1992), Springer
93. Zhao, M., "The effects of duration knowledge on forecasted versus actual affective experiences", Journal of Consumer Research, 38(3), pp.525~534 (2011)

관련 논문AI추천