JCIRA: Curious and Interesting
You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.
JCIRA: Curious and Interesting
43. 4-2: I choose to watch ads that matter to me
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Sukki Yoon
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Season 43
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Episode 4
Regina Jihea Ahn & Chang-Dae Ham (2022) Exploring the Effect of Ad Choice in Online Video-Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance, Journal of Current Issues & Research in Advertising, 43:4, 360-376, DOI: 10.1080/10641734.2022.2092788