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- Title
"Liking" Through Moment-To-Moment Evaluation; Identifying Key Selling Segments in Advertising.
- Authors
Polsfuss, Mark; Hess, Mike
- Abstract
The article discusses how the concept of liking, which is a diagnostic variable used to judge television advertising, has become a criterion variable. The comprehensive understanding of liking through moment-to-moment analysis enables researchers to identify key selling seconds in the commercial that lead to better advertising. Both overall and moment-to-moment viewer reactions can be used to predict the in-market sales performance of commercials.
- Publication
Advances in Consumer Research, 1991, Vol 18, Issue 1, p540
- ISSN
0098-9258
- Publication type
Conference Proceeding