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http://dx.doi.org/10.14400/JDC.2018.16.5.455

The Effect of Art Infusion Interactive and Print Advertising on the Memory and Attitude According to the Reguratory Focus  

Km, Min-Kwan (Division of Photography, ChungAng University)
Han, Kwang-Seok (Dept of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.16, no.5, 2018 , pp. 455-461 More about this Journal
Abstract
This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement.
Keywords
Art Infusion; Interactive Ads; Reguratory Focus; Memory Effect; Attitude toward Advertising;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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