Advertisement Complexity and Looking Time

197280 citationsJournal Article

Authors

Bruce J. Morrison · Cleveland Metroparks

Abstract

The visual complexity of magazine ads was found to be positively related to looking time in all set conditions. Under an “advertising study” set, ads looked at longer were better remembered, while under a “perception study” set, ads looked at longer were poorly remembered.

Topics & Keywords

Creativity in Education and Neuroscience Psychological and Educational Research Studies Consumer Behavior in Brand Consumption and Identification

Publication Details

Published in: Journal of Marketing Research

Volume 9, Issue 4, pp. 396-400

DOI: 10.1177/002224377200900406

Field-Weighted Citation Impact: 0.57

Command Palette

Advertisement Complexity and Looking Time

Authors

Abstract

Topics & Keywords

Publication Details