Title
Being there or being lost? The context effects of TV programme induced interactivity on advertising responses and the moderating role of need for cognition Being there or being lost? The context effects of TV programme induced interactivity on advertising responses and the moderating role of need for cognition
Author
Faculty/Department
Faculty of Applied Economics
Publication type
conferenceObject
Publication
s.l. , [*]
Source (book)
Proceedings of the 36th European Marketing Conference, Reykjavik, 2007
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle