The Brain’S Role in Decision Making: Responses to Online and Printed Ad Campaigns
Mixed media marketing campaigns — those that use multiple media channels to communicate similar messages — are complex to manage. Given this complexity, this study uses a combination of neurophysiological and traditional methods, to explore: (1) when digital and/or physical advertising media are more effective in engaging consumers, (2) what is the complementary effect when both media are used, and (3) whether a specific sequence of these media has a stronger effect.
Angelika Dimoka and Vinod Venkatraman (2017) ,"The Brain’S Role in Decision Making: Responses to Online and Printed Ad Campaigns", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 17-20.
Angelika Dimoka, Temple University, USA
Vinod Venkatraman, Temple University, USA
LA - Latin American Advances in Consumer Research Volume 4 | 2017
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA
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Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA