Roland Mangold
2.1Human Processing of Commercial Information in Digital Environments
Abstract: In theories of advertising effects attention is generally considered as being most essential for consumers’ processing of commercial messages. Especially in digital media environments where many different information sources compete for the users’ attention and where the next channel is only a fingertip away it is import to provide content that satisfies the users’ needs and is attractive to them. The good news is: information processing with reduced attention can also result in intended effects. To understand which specific conditions cause such effects and what different kinds of effects are to be expected, active psychological research on advertising ...
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