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Do Emotional Internet Advertisements Evoke Similar Psychological Reactions than Emotional Print Advertisements? Results of an Experiment Testing the Influence of the Advertising Medium on the Consumer

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Marketing, Technology and Customer Commitment in the New Economy

Abstract

This article directly compares the effects of emotional print advertisements and emotional Internet advertisements on consumers. In particular it analyses whether Internet advertising is able to convey emotions to the same degree as print ads. The study was carried out for two different perfume brands in Germany and France. The study shows that there are hardly any differences between the Internet ad and the print ad with regard to the variables used in the study. Therefore it can be assumed that Internet ads trigger reactions similar to print ads and that the Internet is a suitable medium for conveying emotions through advertising.

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Diehl, S., Terlutter, R. (2015). Do Emotional Internet Advertisements Evoke Similar Psychological Reactions than Emotional Print Advertisements? Results of an Experiment Testing the Influence of the Advertising Medium on the Consumer. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_48

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