The authors assume that interactivity and incentives will influence the viewers of banner ads via the central

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The authors assume that interactivity and incentives will influence the viewers of banner ads via the central route of persuasion, while colour and emotions will primarily affect them via the peripheral route? Is this correct? Why or why not?

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A Reader In Marketing Communications

ISBN: 9780073381091

8th Edition

Authors: Philip J. Kitchen, Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz

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Question Posted: Oct 24, 2024 05:02 AM

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The authors assume that interactivity and incentives will influence the viewers of banner ads via the central

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A Reader In Marketing Communications

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