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Analyzing Emotional Responses to Television Commercials Using Quantitative Methods

Video Type: Case Study

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Summary

Jennifer Burton from the University of Tampa describes her research into moment-to-moment emotional responses to television ads.

Resources

Resources

References
References

Book Chapter

Burton, J.L, Gollins, J, & Walls, D(2016).Collecting, Interpreting, and Analyzing Continuous Response Data in Political Communication in Real Time. Routledge, 57-76.

Article

Burton, J.L, Gollins, J, McNeely, L.E, & Walls, D.M(2019).Revisiting the Relationship between Ad Frequency and Purchase Intentions: How Affect and Cognition Mediate Outcomes at Different Levels of Advertising Frequency. Journal of Advertising Research, 59(1),27-39.

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