Effectiveness of Print and Digital Media: Insights From Neuroscience

Vinod Venkatraman, Center for Neural Decision Making, Fox School of Business, Temple University, USA
Angelika Dimoka, Center for Neural Decision Making, Fox School of Business, Temple University, USA
Paul Pavlou, Center for Neural Decision Making, Fox School of Business, Temple University, USA
Khoi Vo, Center for Cognitive Neuroscience, Duke University, USA
Using a novel multi-methodological experimental design, we show print media may still have its advantages in an increasingly digital world. Specifically, we demonstrate that print ads were associated with greater arousal during exposure, which translated to superior memory and desirability for contents of the ad at retrieval.
[ to cite ]:
Vinod Venkatraman, Angelika Dimoka, Paul Pavlou, and Khoi Vo (2016) ,"Effectiveness of Print and Digital Media: Insights From Neuroscience", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 59-64.