The Effect of Incentive Type and Sex on Attitudes towards Interactive Television Advertising

被引：1
|
作者：
Aymerich-Franch, Laura [1 ]
机构：
[1] GRISS, Image Sound & Synth Res Grp, Bellaterra 08193, Spain
来源：
INTERNATIONAL CONFERENCE ON COMMUNICATION AND MEDIA 2014 (I-COME'14) - COMMUNICATION, EMPOWERMENT AND GOVERNANCE: THE 21ST CENTURY ENIGMA | 2014年 / 155卷
关键词：
Interactive television; interactive advertising; interactive television advertising; product sampling; attitude; sex; GENDER-DIFFERENCES; BEHAVIOR;
D O I：
10.1016/j.sbspro.2014.10.327
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
An experiment was carried out to test the effect of incentive type and sex on users' attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information. The interaction between incentive type and sex was significant. In particular, women presented more negative attitudes than men when a free sample was offered. Implications for interactive advertising effectiveness are discussed. (C) 2014 The Authors. Published by Elsevier Ltd.
引用
收藏
页码：490 / 495
页数：6
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