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
Share Proceeding
Featured papers
See MoreFeatured
R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands
Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver
Featured
I4. Pink Tax: Are Some Marketing Practices Discriminatory?
Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas
Featured
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA