Seeing Through Your Eyes: the Influence of Interface on Advertisement Processing

Consumers are more likely to take a first-person perspective while viewing advertisements on a smartphone than on a personal computer. Consequently, they might react more favorably to an ad with content generated from the first-person perspective if they view it on a smartphone (vs. a PC).



Citation:

Lin Ge and Hao Shen (2020) ,"Seeing Through Your Eyes: the Influence of Interface on Advertisement Processing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1188-1188.

Authors

Lin Ge, Chinese University of Hong Kong, China
Hao Shen, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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