{"title":"智能手机刷屏的吸血鬼效应：非典型动作如何提高广告关注度，却削弱品牌记忆度","authors":"Stefan Rohrbach, Daniel Bruns, Tobias Langner","doi":"10.1080/02650487.2024.2354081","DOIUrl":null,"url":null,"abstract":"Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"21 1","pages":""},"PeriodicalIF":5.3000,"publicationDate":"2024-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall\",\"authors\":\"Stefan Rohrbach, Daniel Bruns, Tobias Langner\",\"doi\":\"10.1080/02650487.2024.2354081\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...\",\"PeriodicalId\":48111,\"journal\":{\"name\":\"International Journal of Advertising\",\"volume\":\"21 1\",\"pages\":\"\"},\"PeriodicalIF\":5.3000,\"publicationDate\":\"2024-06-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Advertising\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/02650487.2024.2354081\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2024.2354081","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall
Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...
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