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Grabbing attention while reading website pages: the influence of verbal emotion...
Ferreira, Paulo; Rita, Paulo; Morais, Diogo; Rosa, Pedro J.; Oliveira, Jorge; Gamito, Pedro; Santos, Nuno; Soares, Fábio; Sottomayor, CatarinaThe increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention ...
Data: 2011
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Origem: ReCiL - Repositório Científico Lusófona
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