The Effect of Arousal on Brand Memory in Online Advergames: a Multi-Method Approach
The term arousal and its synonyms alertness, activation, and excitation describe a process that energizes behavior and affects non-exclusively cognitive performance (Ragazzoni 1998). Arousal indicates the level of activation associated with an emotional response, and could be measured on a continuum with very excited at one extreme to calm at the other end (Bolls, Lang and Potter 2001). From the consumer behavior perspective, few studies had addressed the effect of arousal on different online aspects, including Internet shopping experience, consumer’s attitudes, and consumer’s site evaluation and purchase intention.
Monica D. Hernandez and Michael S. Minor (2006) ,"The Effect of Arousal on Brand Memory in Online Advergames: a Multi-Method Approach", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 24-25.
Monica D. Hernandez, Kansas State University, USA
Michael S. Minor, University of Texas-Pan American, USA
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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