연구동향 분석

소비자 인지부하, 광고-동영상 콘텐츠 맥락 일치성과 광고 위치가 온라인 광고효과에 미치는 영향

김은실 김명주 2020년

논문상세정보
인용/피인용
' 소비자 인지부하, 광고-동영상 콘텐츠 맥락 일치성과 광고 위치가 온라인 광고효과에 미치는 영향' 의 주제별 논문영향력
논문영향력 선정 방법
논문영향력 요약
주제
  • 맥락일치성
  • Ad placement
  • Ad-Content Congruity
  • Cognitive Load
  • Online Video Ad
  • 광고 위치
  • 온라인 동영상 광고
  • 인지부하
동일주제 총논문수 논문피인용 총횟수 주제별 논문영향력의 평균
148 0

0.0%

' 소비자 인지부하, 광고-동영상 콘텐츠 맥락 일치성과 광고 위치가 온라인 광고효과에 미치는 영향' 의 참고문헌

  • 인터넷광고의침입성과관여가 광고효과에 미치는 영향
    김재휘 [2003]
  • 온라인 동영상 사전광고에 대한 소비자 반응: 스킵 여부와 스킵 시점, 중간 광고와의 비교
    안서원 [2017]
  • 온라인 동영상 광고의 강제노출이 광고태도에 미치는 영향: 맥락일치성에 따른 심리적 반발의 조절된 매개효과
    서희정 [2018]
  • 온라인 동영상 광고와 클립 영상의 맥락 일치성이 광고 효과에 미치는 영향
    김유승 [2019]
  • 모바일 광고 회피 행동에 영향을 미치는 요인에 관한 연구
    최인규 [2008]
  • Why do people avoid advertising on the internet?
    Cho, C.-H. [2004]
  • When an Ad's Influence is Beyond Our Conscious Control : Perceptual and Conceptual Fluency Effects Caused by Incidental Ad Exposure
    Shapiro, S. [1999]
  • What triggers causal attributions? The impact of valence and subjective probability
    Bohner, G. [1988]
  • Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages
    Lang, A. [2006]
  • Thinking about thinking : Causal, evaluative and finalistic cognitions about social situations
    Abele, A. [1985]
  • The structure of long-term memory: A connectivity model of semantic processing
  • The role of involvement in attention and comprehension processes
  • The moderating role of involvement and differentiation in the evaluation of brand extensions
    Maoz, E. [2002]
  • The moderating effect of perceived risk on consumers'evaluations of product incongruity : Preference for the norm
  • The mere perception of elaboration creates attitude certainty : Exploring the thoughtfulness heuristic
    Barden, J. [2008]
  • The mature brand and brand interest : An alternative consequence of ad-evoked affect
  • The limited capacity model of mediated message processing
    Lang, A. [2000]
  • The influence of program context and order of ad presentation on immediate and delayed responses to television advertisements
    Starr, V. [1995]
  • The experiential aspects of consumption : Consumer fantasies, feelings and fun
  • The effects of program responses on the processing of commercials placed at various positions in the program and the block
    Moorman, M. [2005]
  • The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting
    Moorman, M. [2002]
  • The effect of positioning a message within differentially cognitively involving portions of a television segment on recall of the message
    Bryant, J. [1978]
  • The degree of ad–brand incongruity and the distinction between schema-driven and stimulus-driven attitudes
    Halkias, G. [2014]
  • The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
    Lee, A. Y. [2004]
  • Television viewing behavior as an indicator of commercial effectiveness
    Thorson, E. [1997]
  • Television program involvement and advertising response : Some unsettling implications for copy research
  • Television Program Interest and Commercial Interruption: Are Commercials on Interesting Programs Less Effective?
  • TV 프로그램 전후/중간광고 포맷과 프로그램 관여도에 따른 광고효과에 관한 연구
    홍종필 [2010]
  • Sources of the hedonic and utilitarian measuring attitudes consumer
    Batra, R. [1990]
  • Situational factors competing for attention
    Zhang, W. [2010]
  • Schema congruity as a basis for product evaluation
  • Response to commercials as a function of program context
  • Relevance to the rescue : Can"Smart Ads"reduce negative response to online ad clutter?
    Kim, N. Y. [2010]
  • Recall of television commercials as a function of viewing context : The impact of program-commercial congruity on commercial messages
    Sharma, A. [2000]
  • Program involvement and ad/program consistency as moderators of program context effects
  • Processing Fluency and Aesthetic Pleasure : Is Beauty in the Perceiver's Processing Experience?
    Reber, R. [2004]
  • Priming price : Prior knowledge and context effects
    Herr, P. M. [1989]
  • Predictors of multitasking with media: Media factors and audience factors
  • Predictors of advertising avoidance in print and broadcast media
  • PictureWord Consistency and the Elaborative Processing of Advertisements
  • Parents' presumed persuasion knowledge of children's advergames : The influence of advertising disclosure modality and cognitive load
  • On the automatic activation of associated evaluations : An overview
  • Of Frog Wines and Frowning Watches : Semantic Priming, Perceptual Fluency, and Brand Evaluation
  • Observations : Advertising clutter in consumer magazines : Dimensions and effects
    Ha, L. [1996]
  • Nature of priming effects on categorization
  • Mood, misattribution, and judgments of well-being : Informative and directive functions of affective states
    Schwarz, N. [1983]
  • Models of memory: Implications for measuring knowledge structures
  • Memory without recall, exposure without perception
  • Memory for television advertisements as a function of advertisement–programme congruity
    Furnham, A. [2002]
  • Memory factors in advertising : The effect of advertising retrieval cues on brand evaluations
  • Memory and attentional factors in consumer choice : Concepts and research methods
  • Media multitasking: Issues posed in measuring the effects of television sexual content exposure
  • Media engagement and advertising : Transportation, matching, transference and intrusion
    Wang, J. [2009]
  • Media context and advertising effectiveness : The role of context appreciation and context/ad similarity
  • Measuring the intrusiveness of advertisements : Scale development and validation
    Li, H. [2002]
  • Measuring television message complexity as available processing resources : Dimensions of information and cognitive load
    Lang, A. [2013]
  • Low Involvement Strategies for Processing Advertising
  • Limited-Interruption Advertising In Digital-Video Content : An Analysis Compares the Effects of"Midroll"Versus"Preroll"Spots and Clutter Advertising
  • Issues surrounding the examination of delay effects in advertising
  • Information processing from advertisements : Toward an integrative framework
  • Impacts of website context relevance on banner advertisement effectiveness
    Jeong, Y. [2010]
  • Human memory : A proposed system and its control processes
  • How program environment affects TV commercials
  • How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions?
  • Forced exposure and psychological reactance : Antecedents and consequences of the perceived intrusiveness of pop-up ads
  • Executional factors and advertising effectiveness : A replication
  • Enhancing the television-viewing experience through commercial interruptions
  • Emotional feelings and attitude toward the advertisement : The roles of brand familarity and repetition
  • Elaboration as a determinant of attitude strength: Creating attitudes that are persistent, resistant, and predictive of behavior
  • Elaboration and attitude strength : The new meta‐cognitive perspective
    Barden, J. [2014]
  • Effects of exposure to sexual content in the media on adolescent sexual behaviors : The moderating role of multitasking with media
  • Effects of elaborative processing on implicit and explicit memory for new associations
  • Effects of ad-brand incongruence
    Dahlén, M. [2005]
  • Dogs on the street, pumas on your feet : How cues in the environment influence product evaluation and choice
    Berger, J. [2008]
  • Does multitasking increase or decrease persuasion? Effects of multitasking on comprehension and counterarguing
  • Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?
  • Do you recognize its brand? The effectiveness of online in-stream video advertisements
    Li, H. [2015]
  • Discrimination vs. avoidance:“Zipping” of television commercials
  • Creativity and personality : Suggestions for a theory
  • Could placing ads wrong be right? : advertising effects of thematic incongruence
    Dahlén, M. [2008]
  • Contextual priming of visual information in advertisements
  • Consumer reactions to intrusiveness of online-video advertisements : do length, informativeness, and humor help(or hinder)marketing outcomes?
  • Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation
  • Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity
    Kent, R. J. [1994]
  • Communication and persuasion
    Petty, R. E [1986]
  • Cognitive psychology and instruction
  • Cognitive and affective priming effects of the context for print advertisements
    Yi, Y. [1990]
  • Category-based applications and extensions in advertising : Motivating more extensive ad processing
  • Banner advertiser-web site context congruity and color effects on attention and attitudes
  • Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences
    Lutz, R. J. [1983]
  • Attention, resource allocation, and communication research : What do secondary task reaction times measure, anyway?
    Annie, L. [1998]
  • Attention, memory, attitude, and conation: A test of the advertising hierarchy
    Thorson, E. [1992]
  • Attention as an epiphenomenon: Some implications for advertising
  • Attention and Effort
  • Antecedents and consequences of web advertising credibility : A study of consumer response to banner ads
    Choi, S. M. [2002]
  • An integrated model of advertising clutter in offline and online media
    Ha, L. [2008]
  • All cues are not created equal : Obtaining attitude persistence under low-involvement conditions
  • Affect, cognition and social behaviour
  • Advances in experimental social psychology (Vol. 14)
  • Activating persuasion knowledge in native advertising : the influence of cognitive load and disclosure language
  • A field experiment to assess the interruption effect of pop-up promotions
    Moe, W. W. [2006]