We develop a conceptual framework about the impact that branding activity (the audiovisual
representation of brands) and consumers' focused versus dispersed attention have on …

… Apple’s iTunes unbundled songs from albums. Amazon’s Kindle unbundled chapters from
… For illustration, let’s start with an example that does not involve the internet. Historically, the …

… Title: Unlocking the customer value chain: how decoupling drives consumer disruption/Thales
S. Teixeira, Greg Piechota. Description: 1 Edition. New York: Currency, 2019. …

… with environmental stimuli for the consumer’s attention. Thus, our approach resembles the
… Rather, we measure each respondent’s reactions to the amount of entertainment and humor …

Bertice Jenson couldn’t believe how shameless they were. Right in front of her in the Benjy’s
superstore in Oklahoma City, a young couple pointed a smartphone at a Samsung 50-inch …

Media multitasking has become a way of life today. It is not uncommon for people to have
the television on while simultaneously browsing the Internet, playing a video game, instant …

… We describe viral as if it’s an inherent quality we can design into our campaigns, or a
deliberate strategy we can execute on. It’s time to accept a difficult truth: viral isn’ta quality that we, …

This dissertation deals with the problem of video advertising avoidance by TV and Internet
viewers. It focuses on the counterintuitive but systematic detrimental impact that brands (logos…

… According to a 2010 survey by the research firm Vision Critical, 48% of those who watched
an online ad at any point subsequently visited the brand’s website, 11% shared the video …

This study shows how advertisers can leverage emotion and attention to engage consumers
in watching Internet video advertisements. In a controlled experiment, the authors assessed …