Just Give Me a Story: an Explorative Study of Microfilm

This study aims to explore the new advertising tool-microfilm. By both qualitative and quantitative studies, we identify consumers’ schema toward microfilm. We further compare microfilm with emotional appeal advertising. Results indicated that an effective microfilm should contain a well-design plot but without intentional product insertion.



Citation:

Pei-wen Fu, Chi-cheng Wu, and Ching-Ya Weng (2015) ,"Just Give Me a Story: an Explorative Study of Microfilm", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 321-321.

Authors

Pei-wen Fu, National Sun Yat-sen university, Taiwan
Chi-cheng Wu, National Sun Yat-sen university, Taiwan
Ching-Ya Weng, National Sun Yat-sen university, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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