@article {Yim386, author = {Mark Yi-Cheon Yim and Seung-Chul Yoo and Brian D. Till and Matthew S. Eastin}, title = {In-Store Video Advertising Effectiveness}, volume = {50}, number = {4}, pages = {386--402}, year = {2010}, doi = {10.2501/S0021849910091634}, publisher = {Journal of Advertising Research}, abstract = {The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head-mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers{\textquoteright} field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/50/4/386}, eprint = {https://www.journalofadvertisingresearch.com/content/50/4/386.full.pdf}, journal = {Journal of Advertising Research} }