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The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study
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The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study (2023)The Effects of In-Stream Video Advertisin…Understanding Why Consumers Don't Skip Pre-Roll Video Ads (2017)Understanding Why Consumers D…The International Encyclopedia of Communication Research Methods (2017)The International Encyclopedi…Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context (2017)Social Consumer Neuroscience:…Limited Capacity Model of Motivated Mediated Message Processing ( LC4MP ) (2017)Limited Capacity Model of Mot…Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising (2017)Consumer Neuroscience-Based M…Neuromarketing: Ethical Implications of its Use and Potential Misuse (2016)Neuromarketing: Ethical Impli…Consumer Neuroscience: Applications, Challenges, and Possible Solutions (2015)Consumer Neuroscience: Applic…Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements (2014)Do You Recognize Its Brand? T…Psychophysiological Measurement and Meaning (2012)Psychophysiological Measureme…Application of frontal EEG asymmetry to advertising research (2010)Application of frontal EEG as…The feeling of uncertainty intensifies affective reactions. 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References

  • 2002Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads1,037 cited
  • 2017The International Encyclopedia of Communication Research Methods746 cited
  • 2008Explaining Away: A Model of Affective Adaptation492 cited
  • 2015Consumer Neuroscience: Applications, Challenges, and Possible Solutions490 cited
  • 2007Future‐oriented emotions: conceptualization and behavioral effects432 cited
  • 2009The feeling of uncertainty intensifies affective reactions.405 cited
  • 2012Psychophysiological Measurement and Meaning291 cited
  • 1990Ease of Message Processing as a Moderator of Repetition Effects in Advertising274 cited
  • 2016Neuromarketing: Ethical Implications of its Use and Potential Misuse260 cited
  • 2010Application of frontal EEG asymmetry to advertising research234 cited
  • 1997Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects187 cited
  • 2014Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements160 cited
  • 2017Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising130 cited
  • 2017Limited Capacity Model of Motivated Mediated Message Processing ( LC4MP )126 cited

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  • 2017Understanding Why Consumers Don't Skip Pre-Roll Video Ads111 cited
  • 2017Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context107 cited
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