Capturing the Flow of Emotion in Television Commercials: A New Approach
Journal of Advertising ResearchPublished 20 May 2004
Charles E. Young
Citations22
SJR quartileQ1
SJR score0.82
SNIP0.72
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Abstract
ABSTRACT This article introduces a moment-by-moment picture-sorting technique for measuring the emotional content of TV commercials. This new dynamic approach to analyzing the dramatic structure of commercials is shown to be a valid predictor of purchase intent.
Keywords
Decision SciencesBusiness, Management and Accounting
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