Viewing Angle Matters-Screen Type Does Not
Bibliographic Data
| ID | 20299474 |
|---|---|
| Authors | Steven Bellman (0000-0002-0085-2014, Murdoch University), Anika Schweda, Duane Varan |
| Year | 2009 |
| Volume | 59 |
| Issue | 3 |
| Pages | 609-634 |
| Publication date | 2009-09-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Communication (JOURNAL) |
| Journal identifiers | ISSN: 0021-9916 • E-ISSN: 1460-2466 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1111/j.1460-2466.2009.01441.x |
| OpenAlex | W2073817327 |
| Language | EN |
| Citations received | 10 |
| References cited | 48 |
Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods. However, controlling for screen type, ads viewed from a closer distance (i.e. with a wider viewing angle) were more likely to be recalled the next day, and were associated with more favorable brand attitudes. Shorter programs, product relevance, and use of close-ups and detailed images made no difference to this general viewing-angle effect
Advertising · Business · Mobile device · Multimedia · Political science · Product (mathematics) · Relevance (law) · Sample (material) · Viewing angle · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Mathematics · Media Influence and Health · Psychology
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| Unique citing works | 10 |
|---|---|
| Citations per year | 0,67 |
| Citation span | 2011 - 2022 (12) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 8 |