Divided Attention and Television Commercials: An Experimental Study
Journal of Marketing ResearchPublished 1 May 1968
M. Venkatesan, Gordon A. Haaland
Citations20
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
To test the distraction hypothesis of Festinger and Maccoby, an experiment was conducted in which subjects were shown a videotape containing a television commercial. They were visually or behaviorally distracted during the exposure. The results show that visual and behavioral distractions interfered with recall of the brand name and product type.
Keywords
PsychologyArts and HumanitiesBusiness, Management and Accounting
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