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
44.4-3: Vampire effect
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Sukki Yoon
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Season 44
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Episode 4
Terri H. Chan & Bolton K. H Chau (2023) Mitigating the Vampire Effect of Using Celebrity in Advertising: An Eye-Tracking Approach, Journal of Current Issues & Research in Advertising, 44:4, 453-472, DOI: 10.1080/10641734.2023.2209848